Ace Wants to Be 'The Home Convenience Store'

Ace Hardware is differentiating itself from large home improvement retailers by positioning itself as "the home convenience store" in its latest advertising campaign.Created by Chicago-based O’Keefe Reinhard & Paul (OKRP), the campaign includes a 30-second TV spot (see below) that depicts Ace employees stocking items and setting up before opening their store. A voice-over positions the store as a "perfect" and a "new kind of place" for the everyday things that need taking care of around the house, such as squeaking hinges, burned-out bulbs, and "toilets that run and faucets that don't." Directly differentiating Ace from big-box channel rivals Lowe's and Home Depot, the voice-over adds that this "perfect place wouldn't be a warehouse, it'd be just the right size. It would be an Ace. Around the block. What you need in stock. With people who know their stuff." "Ace is in a very different position than the large-box retailers," Ace chief marketing officer Kim Lefko told the Chicago Business Journal. "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.”The TV spot will be complemented by an array of social and digital material, which is part of an effort to put the Ace brand in front of more Millennial new homeowners, according to the Chicago Business Journal. The spot will air on national networks and select cable channels, including HGTV, Food Network, NFL Network and Animal Planet.Ace's bold new positioning "directly takes on the competition by celebrating its heritage in helping customers with its convenience and high-touch service," OKRP chief executive officer Tom O’Keefe told the Chicago Business Journal. "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.”

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