True Value launches ‘Hardware Hero’

True Value has announced the launch of its “Hardware Hero” advertising campaign.

[Click here to see an example.]

“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, SVP, chief merchandising officer.

At a time when retail is down across industries, said the hardware company, and consumers are pinching pennies, “True Value is leveraging its legacy brand, deep expertise, and operational scale to ensure independent home improvement retailers thrive.”

The geo-targeted campaign, now running in almost all 50 states, is designed to connect consumers with hyper-local product solutions at their specific community store, said the company.

Kalnitz said: “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.”

Campaign creative utilizes a reworking of the famous ‘80s song “Jukebox Hero” to turn everyday homeowners into hardware, lawn care and paint heroes.

The spots will evolve throughout the year to reflect seasonal needs of local consumers.

“Every part of the home improvement process is empowering, and it’s so satisfying to be the champion of your domain,” said Kalnitz.

The campaign was launched as result of a partnership with the distributor's agency of record Laughlin Constable.