Launched this past weekend, Mitre 10 NZ's new brand promise, "With you all the way", "centres on our greatest asset and key differentiator, our people," says the co-op.
"A promise of partnership, this new brand platform signals an evolution from product retailer to project partner and solutions provider, with an absolute focus on customer experience excellence."
Chief Marketing Officer, Jules Lloyd-Jones, says: “We commissioned a significant piece of research to help us better understand our customers, their needs and expectations, and their perceptions of our performance.
"At a very high level, we determined our customers are looking to partner with a brand they trust and one that gives them confidence to get the job done right.
"While the insights pointed to our people being our major market differentiator already, we could see the opportunity to be more and do more for our customers and really inspire them to love where they live, work and play.”
The new "With you all the way" campaign has been created in partnership with FCB, FCB Media and Good Oil.
The initial TVC explores the relationship between a Mitre 10 team member and a customer, from their initial project dream to celebrating the finished project result.
Watch the TVC below: