FCB gets in behind Number 8

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FCB, with production support from Liquid Studios, is launching a new Mitre 10 campaign for its private label home improvement range, Number 8, to re-ignite the uniquely Kiwi brand in the minds of DIYers.

Created after the consolidation of 14 private label brands in 2015, Number 8 was developed as an affordable entry level range of home improvement products.

Mitre 10 general manager marketing Jules Lloyd-Jones says the new campaign emphasises how Number 8 captures the iconic Kiwi approach to home improvement.

“Number 8 is about giving resourceful Kiwis the stuff they need to get their DIY jobs done, keeping things simple, honest, and no fuss,” Lloyd-Jones said. “A Number 8 product does exactly what is says on the tin and as it says in the campaign you’ll get ‘just what you need, nothing you don’t’ from a Number 8 product.”

The campaign follows an in-depth review of the Mitre 10 proprietary brand portfolio undertaken last year which identified an opportunity to enhance the Number 8 brand’s position as an opening price point brand for a broad DIY customer base.

In market mid-January via a series of TV and radio executions, digital and in-store media support, the campaign leverages the Number 8 brand’s positioning by showcasing a selection of core home improvement products in a frank yet humorous style.

Mitre 10 hopes the campaign will connect with the Kiwi sense of humour and develop customers’ confidence in purchasing private label branded products.

“Private label brands often lack personality and customers can be sceptical of them, but as a core part of our offer we believe it’s important for these brands to have a strong presence that is complementary to our supplier brands,” Lloyd-Jones said.

“This enables us to meet the varying needs of our customers while also offering them greater choice.”


Client: Mitre 10
General Manager Marketing: Jules Lloyd Jones
Group Brand Manager: Eleanor Downs
Proprietary Brand Manager: Emma-Jane Dechanet
NOTE: FCB supplied detailed credits for its client – but declined to supply individual credits for the agency or the production company.

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