Ace unveiled a new series of television commercials that promote the idea that going to an Ace store is an experience similar to that of going to a neighbor’s house.
The new campaign also reintroduces, for the first time in more than 15 years, the words of Ace’s well-known jingle. Back in the 1970s, actress Connie Francis sang “Ace is the place with the helpful hardware man.” The melody has been used in Ace marketing in recent years, but not the words. Those words are back with a slight revision: “hardware folks” replaces “hardware man.”
Ace said that its consumer research showed a desire for personalized service and advice in the hardware store experience. The new commercials emphasize both strengths. The co-op describes the commercials this way: “The Meet The Aces campaign brings to life the personal, knowledgeable and helpful service every customer receives at Ace Hardware, highlighting Ace as the neighborhood helpful place where customers are treated like a neighbor, not a number.”
Watch “Meet the Aces” here.
Ace’s John Surane, senior VP marketing, merchandising and sales for Ace Hardware, said: “With the introduction of the new campaign and relaunch of our ingle, we’re able to raise awareness of the personal attention, expertise and knowledge that can only be found at Ace Hardware.”