retail

Ace Hardware Unleashes 'I Will' Campaign

Ace ad spot

In a new marketing campaign, Ace Hardware is hoping to solidify its position as a fast alternative to rivals Lowe's and Home Depot, targeting people who would rather be doing almost anything than puttering around the house.

Themed "I will," the comical ads acknowledge that most people would prefer, let's say, watching a kung fu movie marathon to recreating the Sistine Chapel on their bathroom ceiling, and that they resent having to waste as much time waiting for a salesperson as they do painting the living room.

"The goal of the campaign is to change consumer behavior and get them thinking about Ace for everything for their home," Christopher Boniface, a spokesman for the company, tells Marketing Daily. "These ads will remind these shoppers how Ace is different from those big box stores, and what we can offer instead."

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Tagged "Get in. Get help. And get on with your life," the campaign includes six TV spots, as well as online, social media and radio -- all created by GSD&M Idea City, based in Austin, Tex. Boniface says while the campaign is open-ended, spots will air most heavily in the April-July period, "which in our business is as important as Christmas. It's when people are fixing things up, both indoors and out."

In addition, he says, the company will reach out to the 16 million consumers who belong to its rewards program. Its Facebook page will offer tips and include a status updater so people can personalize their "I Will ... get on with life" moments. In addition to Ace's national media effort, Boniface says many Ace stores pool resources to make regional buys as well.

Ace is a hardware cooperative with about 4,500 locally owned and operated stores -- and, like its big-box competition, has been particularly hard-hit in the recession, with 2009 sales falling 10.4% to $3.5 billion. (Areas most battered by the real-estate market, including California and Arizona, have been the poorest performers.)

"But things are beginning to pick up," Boniface says. "We just had our annual meeting, and, anecdotally, our retailers are telling us that trends have been improving."

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