Mitre 10’s new ad campaign celebrates independence.

Over the past few years, readers of TTN have come to know many of the families behind the nation’s Mitre 10 stores as part of our IHG profiles series. Now the rest of Australia will be doing likewise as the Independent Hardware Group shifts the focus of its advertising to reflect the grassroots qualities of its stores.

The ‘Built by Families’ campaign tells the real stories of several of the group’s many family-run businesses in series of short, documentary-style ads. For the first, the Hastings and Benton families behind Diamond Valley Mitre 10 share the story of their successes, both through helping customers find what they need and supporting their local community. Their remarkable staff take a starring role, including Roy Haynes, who loved his job so much his coffin was painted Mitre 10 blue and was taken to his funeral on the back of a store truck.

The generational nature of small businesses is celebrated by the Hitchins family of Moe’s TM&H Mitre 10, who’ve worked to keep the store going strong through local hardships. The community has rallied around TM&H, supporting them in everything from their bid to maintain local jobs to fundraising for charities, and the ad shows how much the store is seen as a key part of that community.

A third video, featuring the Johnson family in Mona Vale, NSW, is coming soon.

Karen Fahey, IHG’s general manager of marketing, says the series aims to invite consumers to understand what the Mitre 10 brand stands for.

“We are so proud to tell the stories of the local and incredibly generous families in our network,” Fahey says. “The people within our stores are the real brand champions and this is one way we can give them a voice.

“Built by Families aims to demonstrate how family-owned businesses engage and support their communities. It invites Australian consumers into the lives of these families, stirring emotions and building relatability. There’s nothing superficial or contrived about the stories. Just genuine tales told by authentic people in communities across Australia.”

Brand ambassador Scott Cam also provides an introduction for the series.

“We encourage consumers to think differently about the people behind their local hardware store and listen to their stories,” says Fahey. “When you shop local you not only have a more enriching experience, you invest in the health of that community.”

The campaign will be executed through multiple channels including a dedicated Built by Families website, TV advertising spots during The Block and social media.

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