Dive Brief:
- Hardware retail chain Ace Hardware emphasizes authenticity in its latest ad campaign, which features actual Ace store owners, associates and customers.
- The campaign was created by O'Keefe Reinhard & Paul and was based on interviews with Ace employers and employees for real-life stories about customer requests and how Ace employees meet those requests.
- The spots launched last week on television, audio and digital channels nationwide and include 30 videos and 15 radio ads.
Dive Insight:
Authenticity is the name of the game for Ace Hardware, as the hardware store chain looks to put a personal face on its latest marketing campaign.
"With this campaign, we set out to accomplish something that no other retailer or brand can do, showcasing our three greatest differentiators – our people, our brand and our jingle – in a truly authentic way by featuring real Ace customers in real Ace stores, getting real problems solved by real Ace associates," John Surane, executive vice president of merchandising, marketing and sales at Ace Hardware Corporation, said in a statement. "It's unmistakably Ace."
The campaign will run on networks including CBS, USA Network, HGTV, Food Network and ESPN. The digital portion of the effort will be placed with companion banners.
The ad campaign reinforces Ace's brand promise to customers: "Deliver helpful, neighborly service to every customer—every time."
“The ultimate signal [that a brand has met its promise to shoppers] is the satisfaction of your customers,” John Surane, EVP of marketing, merchandising, and sales for Ace Hardware, told Direct Marketing News.