True Value

True Value needed to stake out its territory in a world dominated by big box home improvement centers…especially with the “DIY Enthusiast.”

With the new tagline “Start Right. Start Here”, True Value was positioned as the place to go for small home improvement projects. Humorous TV spots and print ads feature the localized expertise and just the right products you’ll find at your neighborhood True Value store.

The multimedia campaign and new tagline clearly differentiated True Value from the big boxes. With the new campaign and aggressive circular pricing, True Value store traffic increased by 20% — highest in four years — and awareness tripled among its primary target.