Ace’s new tagline hits the airwaves
‘The Home Convenience Store’ stands up against bigger competitors.
Oak Brook, Ill.-based Ace Hardware’s latest round of mass advertising paints the picture of Ace as the convenient, local alternative to Home Depot, Lowe’s and Amazon.
The new ad campaign, form O’Keefe Rehnhard & Paul, includes the call to action: “Around the Block. What you need in stock. With people who know their stuff.” The commercials tagline — “The Home Convenience Store” marks an effort to distinguish the co-op from the likes of Home Depot, Lowe’s an Amazon.
The commercials also play the familiar “Ace is the place” jingle.
The advertising hit national television in late September on networks including USA, HGTV, Food Network, ESPN, NFL Network, Animal Planet and DIY, among others.
Ace’s Senior VP and Chief Marketing Officer Kim Lefko explained the idea behind the advertising this way: “Ace is in a very different position than the large-box retailers. We are more about home preservation than big home renovation. This positioning lets us own the easy fix, replace, repair solutions and builds upon Ace’s very unique place as a community focused store that is there with the right advice and products for our customers.”
In a first for Ace, the campaign also uses an array of social and digital online media channels that tell the Ace story from the consumer’s point of view including a mix of canvas, carousel, video and posts on Facebook and Instagram.
“This new multi-channel campaign puts Ace in front of the millennial consumer, enabling us to take our message to new homeowners and a younger audience,” said Lefko. “It also will introduce new customer-centric offerings over the course of the campaign.”
“This is a bold positioning for Ace that directly takes on the competition by celebrating its heritage in helping customers with its convenience and high-touch service,” explained Tom O’Keefe, CEO of OKRP. “It’s not every day you get to create a whole new category for such a famous established brand, but we believe this campaign will help make Ace more top of mind for everyday home solution needs.”
I agree with the customer looking for a more personalized store that they can go into and get help with what they need and most importantly, find new products that can be used around the house for both the homeowner and the contractor.