True Value Hardware
The True Value of DIY
All hardware brands offer the same thing; products and advice to help people complete projects. The category is saturated with imagery of friendly apron-clad employees offering expert advice. To differentiate True Value and resonate with young DIYers, we’re moving beyond a rational appeal and celebrating the deeper reasons – because your DIY projects mean more than just crossing something off your list - they give you the satisfaction of a job well done, they help create memories, and they instill a sense of pride.
The Value of Selling with Emotion
Total annual sales up 6.0% – Best in 20 Years
Comp store sales up 4.7%
Significant lift in key brand attributes among young DIYer target audience
Client Quote
“[The team] created a powerful, emotionally-based position for True Value which reflects the heart of why we're in business and ultimately, what we offer our customers. They understand the critical importance of making sure our positioning is understood and embraced across our retail base of over 3,500 independent hardware store owners.”
-Blake Fohl, SVP Marketing and Chief Customer Officer, True Value
brand film
Brand Film
tv
The Value of a Lawnmower.
This retail focused Spring campaign was disruptively quiet, with an empathetic ‘eye on the prize’ message. Yes, spring is a lot of work. But summer is worth it.
For this seasonal campaign we shot 6 TV spots and an image library for social and digital use.
Epic Battle :30
Movie Night :30
Nature Class :30
Marshmallows :30
Basil :30
Water Fountain :15
Fall is short.
Make the most of it.
A TV campaign as brief as the season.
The Artist :30
Surprise :30
social media
social media videos
photography library
