True Value Empowers DIYers and Local Retailers With First Campaign in a Decade

True Value announced 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,” says 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.”

The geo-targeted campaign that will run in almost all 50 states starting April 1 is designed to connect consumers with hyper-local product solutions at their specific community store. Campaign creative utilizes a re-working 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.

“The products used in home improvement projects are the tangible conduit to that feeling of accomplishment and connection to your space and your community,” says Jon Laughlin, chief creative officer at Laughlin Constable. “Creatively, we wanted to lean into how products and your local store are the start of every DIY project, and they connect you to the emotional journey of getting the job done. The excitement to get started, the relatable—and sometimes funny—frustration when you’re in the work, the nervousness of not knowing how to fix it. I think we nailed how welcoming your local True Value is, and that you are guaranteed to easily get expert advice and great products to keep your momentum going.”

“A focus on the right products at the right time, backed by an exceptional in-store experience and smart promotions, will allow our independent stores to serve their communities for decades to come,” Kalnitz says. “We’re so excited to offer a new way for Hardware Heroes to connect with each other as we lay the groundwork for success now and in the future.”