True Value Positions Self As 'Hardwarian Master'

"Even Do-It-Yourselfers need a little help sometimes. Hardware chain True Value positions itself as the place where they can find it in a new national advertising campaign.

The campaign, from independent agency MARC USA, positions the sales associates at True Value stores as the "Masters of all things Hardwarian," with detailed knowledge of techniques and products to help with any home improvement project."

"The campaign, which launches this week, is intended to capitalize on the spring season, when many homeowners begin improvement projects. The print and online components also include a tactical approach -- offering a $5 discount on a $25 purchase."

Excerpts from "Marketing Daily" of MediaPost Publications

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