In time for the spring, when hardware stores and home centers see their biggest sales of the year, True Value has launched a marketing campaign dubbed Hardware Hero in partnership with its agency of record, Laughlin Constable.
As consumers begin assembling their home improvement shopping lists, True Value is rolling out its campaign across most of the United States. The company designed the initiative to connect consumers with hyper-local product solutions at their specific community store. Campaign creative reworks the ’80s hit song “Jukebox Hero” to characterize homeowners as hardware, lawncare and painting heroes. The campaign’s advertising spots will evolve throughout the year to reflect the seasonal needs of local consumers, according to True Value.
“For decades, we’ve understood the essential role of the local hardware store in communities of all sizes, as well as why consumers take on DIY projects,” said Jake Kalnitz, True Value senior vp, chief merchandising officer, in announcing the campaign. “Every part of the home improvement process is empowering, and it’s so satisfying to be the champion of your domain. I love this campaign because it’s relatable, refreshing and straight-up fun. It’s different than anything else in the industry. We are owning the inevitable project pitfalls, the millionth trip to the hardware store, the expertise of your neighbor who runs it, and the ultimate payoff of a job well done.”
