• by Aaron Baar , April 28, 2009

Even Do-It-Yourselfers need a little help sometimes. Hardware chain True Value positions itself as the place where they can find it in a new national advertising campaign.

The campaign, from independent agency MARC USA, positions the sales associates at True Value stores as the "Masters of all things Hardwarian," with detailed knowledge of techniques and products to help with any home improvement project.

In a television commercial breaking this week, a do-it-yourselfer surreptitiously asks a True Value saleswoman for advice on re-grouting his bathroom. "Didn't start right," he whispers. "Didn't start here," she responds. As he reveals that he had to make five trips to other stores for his project, the saleswoman slips him some grout and the advice to wait a full day before using the shower. "Did not know that," he says. "Do now," she responds. The campaign continues the company's three-year tagline: "Start right. Start here."

"Elevating the role that the True Value associate plays in solving problems for customers has always been a key component in what we communicate," Carol Wentworth, True Value's vice president of marketing, tells Marketing Daily. "This takes it a step further and really demonstrates the real expert knowledge they have and the relationships they build with customers."

A second television commercial shows an experienced home improvement enthusiast verbally sparring with a True Value staffer aboutprojects. As they trade equipment and project needs, the customer feels satisfied until the associate reminds him that he forgot to include brick cutters. "See you next week," the customer says.

The campaign, which launches this week, is intended to capitalize on the spring season, when many homeowners begin improvement projects. The print and online components also include a tactical approach -- offering a $5 discount on a $25 purchase.

"Now more than ever, customers are going to be looking for more value than ever. They're managing their financials much tighter," Wentworth says. "Many people will be in the market for the first time ever, and they're going to need advice from people they can trust."

The TV spots will run on cable networks such as DIY Network, HGTV, ESPN2, CNN and Fox.

Print runs in Better Homes & Gardens special interest publications as well as other women's service and shelter titles, Sunday magazines and male-oriented titles including Sports Illustrated, Popular Mechanics, This Old House, Outdoor Life and others.