True Value Empowers DIYers and Local Retailers with First Campaign in a Decade
True Value, the iconic hardware store brand with a rich legacy spanning 75 years, proudly announces the launch of its "Hardware Hero" campaign in partnership with its agency of record Laughlin Constable. At a time when retail is down across industries, and consumers are pinching pennies, True Value is leveraging its legacy brand, deep expertise, and operational scale to ensure independent home improvement retailers thrive.
"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. "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."