Hardware Retailing The Industry's Source for Insights and Information
True Value is returning to national advertising with the launch of its new brand awareness campaign, “Your Project, Your Way,” designed to reintroduce one of America’s most iconic hardware retailers to a younger generation of DIYers. Anchored in individuality and humor, the campaign celebrates the hands-on determination that defines how real people approach projects today, and how True Value can help each step of the way. Store owners and staff are the heart of the message.
“With ‘Your Project, Your Way,’ we wanted to celebrate the independent spirit of our stores and the people who shop in them,” says Eric Lane, senior vice president of marketing at True Value. “We’re all for embracing creativity, encouraging experimentation and showing that no project is too big or too small when you approach it on your own terms.”
For the campaign, True Value turned to Nick Offerman, an active woodworker, author and outspoken advocate for craftsmanship who brings a natural credibility to the campaign. His dry, grounded humor and status as a DIY icon bring instant cultural recognition. Offerman appears in-store, “disguised” as an employee and eager to win the approval of the seasoned store staff. He helps customers navigate projects with a tone that’s intentionally more lighthearted than the traditional “can-do” tone the category typically defaults to.
“True Value represents independence and doing what you love with your own two hands,” says Nick Offerman, actor and woodworker. “I had a blast working with a brand that has been a part of my life going all the way back to my days in Minooka, Illinois.”
The “Your Project, Your Way” platform launches Jan. 7 and will run across connected TV, YouTube, paid social platforms including Meta, TikTok and Pinterest, influencer partnerships, streaming audio and in-store placements. The campaign will also feature high-visibility moments during live sports, including True Value’s role as the Official Hardware Sponsor of the NCAA Big East Conference Tournament.
