Mitre 10 has launched a major ad campaign featuring TV handyman, Scott Cam, after awarding Creative Oasis its creative account. Creative Oasis successfully pitched for the Mitre 10 account late last year after incumbent M&C Saatchi parted company following it being awarded the account for the Woolworths-Lowe’s hardware and home improvement stores. Mitre 10 is part of the Metcash Group, of which Creative Oasis works on fellow brand IGA. The work developed by Creative Oasis features Mitre 10’s new brand ambassador, Scott Cam, who is famous for his work on TV shows Burke’s Backyard, Backyard Blitz and the new series The Block.
Creative Oasis managing director David Stretch said: “When we set out to reenergise Mitre 10’s advertising campaign, we wanted to build on the ‘Mighty Helpful’ brand positioning in a very real and credible manner. With his pedigree in the field and his warm and down-to-earth persona, Scott Cam was the perfect choice.” The campaign started running across TV, print, catalogue and point-of-sale, as well as online, from the start of March. Starcom is Mitre 10’s media agency.