OKRP helps Ace become “The Home Convenience Store”

ace-hardware-okrp (1)

A bold and extensive
new campaign takes on
the big boxers
and Amazon
with broadcast,
digital, and

Ace Hardware is amplifying its presence while distinguishing itself from Home Depot, Lowe’s, and Amazon in a new advertising campaign from O’Keefe Reinhard & Paul.

According to OKRP CEO Tom O’Keefe, the bold and extensive positioning “directly takes on Ace’s competition by celebrating the retailer’s heritage in helping customers with its convenience and high-touch service.”

“It’s not every day you get to create a whole new category for such a famous established brand,” he continues, “but we believe this campaign will help make Ace more top of mind for everyday home solution needs.”

The advertising includes A New Kind of Place, a 30-second ad that will run nationally and online that speaks to Ace’s convenience positioning.



Establishing Ace as “The Home Convenience Store,” the campaign highlights the convenient neighborhood presence, extensive product selection, and top customer experience ranking of the 5,000+ retailer-owned stores operated by the franchise.

It also touts Ace’s wherewithal for helping customers complete home projects with a new call to action: “Around the Block. What you need in stock. With people who know their stuff.”

A wide range of tools and expert advice support the call.

Ace Senior Vice President / CMO Kim Lefko explains that the company “is in a very different position than the large-box retailers.”

“We are more about home preservation than big home renovation,” she says. “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, an array of social and digital online media channels will support the campaign. Handled by Spark Foundry, they will tell the Ace story from the consumer’s point of view through canvas, carousel, video, and Facebook and Instagram posts.

“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,” continues Lefko. “It also will introduce new customer-centric offerings over the course of the campaign.”

The advertising broke September 24th on national television networks including USA, HGTV, Food Network, ESPN, NFL Network, Animal Planet and DIY, among others.

Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.