Hardware chain 'Aces' marketing strategy

OAK BROOK, Ill. — Ace Hardware has launched a new marketing campaign, Meet the Aces, designed to promote the hardware co-op/retailer’s personal service. 

The new campaign also reintroduces, for the first time in more than 15 years, the words of Ace’s iconic jingle, “Ace is the place with the helpful hardware man,” but changed slightly (from “man” to “folks”) to reflect all Ace associates.

The marketing campaign will employ strategic, integrated marketing initiatives, including national television and print advertising, targeted online and radio spots, rich media, social media, in-store signage, emails to members of the Ace Rewards customer loyalty program, and public relations initiatives.