The Mill changes ad agency for rebrand

Independent chief executive Julian Davidson
Y&R managing director Steve Kane

Retail chain The Mill has picked Y&R as its agency as it prepares for a major rebrand.

Barnes, Catmur & Friends was the incumbent.

Asahi-owned Independent Liquor purchased the Mill, which has 35 stores, last year.

It was owned by New Plymouth-based Christopher and Nyall Simkin and traditionally offered cheap liquor in a no-frills environment.

However, last year The Mill chief executive Jeremy Livingstone said it would get a major facelift after the Independent Liquor buyout.

Y&R managing director Steve Kane says The Mill’s new approach is “gender-friendly” and more reflective of the New Zealand lifestyle. 

“It's literally a relaunch of the brand and uses every element of the agency from media through and retail, digital, social and brand.”

The Mill's liquor chain rivals include Foodstuffs-owned Liquorland, which has 70 stores, Lion Nathan-owned Liquor King with 45 stores, Lion-linked franchise Super Liquor with 143 stores and Thirsty Liquor's 51 stores.

vyoung@nbr.co.nz


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