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30 August 2016

Mitre 10 owners show their true colours in ‘We’re From Here’ campaign

Mitre 10 is out to prove that provincial ties run deep, kicking off its sponsorship of the National Provincial Championship (NPC), now named the Mitre 10 Cup, with a campaign via FCB, to celebrate and ignite the country’s provincial pride and passion for rugby.

The campaign includes a series of TVCs that feature rugby-keen Mitre 10 store owners engaging in friendly banter with owners from ‘rival’ provinces, alongside, a social image generator, the BanterMatic, that allows fans to populate team specific images and custom messages that can be sent via Facebook. 

With an overarching ‘We’re From Here’ theme, Mitre 10 hopes to ignite more support for the country’s provincial teams and highlight the connection Mitre 10 has itself with the provinces as a 100% locally owned and operated retailer.
Mitre 10 General Manager Marketing, Dave Elliott, says with rugby the national game it’s important to remember that the provincial level is the backbone and support from the ground up is essential.  
“Sponsorship is a key part of the how Mitre 10 shows commitment to the community and through this campaign we hope to do our bit by igniting more enthusiasm for domestic rugby, and encouraging Kiwis to show support for their province,” says Mr Elliott.
“Simply by saying ‘we’re from here’, stirring up some friendly rivalry and encouraging Kiwis to do the same we hope to help the game at this level get even stronger.”
Mr Elliott adds that with each store owner a staunch supporter of their provincial rugby team it made sense to have them front and centre in the ads.
“The genuine passion and pride they have for their province is a core part of who they are, so we saw no better way to support the competition than to have our store owners say it for themselves.”
Mitre 10 also wanted to give fans a voice and created the BanterMatic to do this.
 “Aside from showing our support, we also wanted to engage with fans and provide them with another way that they could get stuck into supporting their team. Kiwis like a bit of good-natured banter especially where rugby’s involved and the BanterMatic is an entertaining way for them to do this that we hope will reach kiwis and rugby fans alike to spread some provincial pride,” says Mr Elliott.
The “We’re from here” TVCs aired last week to coincide with the start of the competition, to view these click here
The Bantermatic can be found at
For examples click the below links:
North Harbour vs Counties
Taranaki vs Bay of Plenty
Wellington vs Hawkes Bay
Waikato vs Tasman