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"Research has shown us that consumers equate True Value with excellent service and expert, local advice," said Carol Wentworth, vice president of marketing for True Value Company. "But consumers have also perceived us solely as a resource for small maintenance and repair parts and pieces. What this new campaign says is that True Value can be your first stop for all the products you need to successfully accomplish any number of small enhancement projects in the home or in the yard."
The new brand positioning campaign, titled "We've Been There," launches nationally with two 30-second brand TV spots and two brand magazine ads that depict consumers struggling with small lawn and garden and paint projects. True Value store associates draw from their own experiences to identify with the consumers and offer them expert local advice and the right products to get their projects done right. The brand campaign will be supported with newly designed circulars, point-of-purchase signage and local television, radio and newspaper templates that True Value retailers can customize locally.
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