Ace has been around for decades and has a store on nearly every corner in America. Yet they were struggling to maintain market share against the heavy ad spend and robust product assortment of Home Depot and Lowes.

While the big boxes have almost everything under the sun for home DIY projects, they’re 1 thing that Ace has in spades: helpful hardware folks. So we leaned hard into Ace’s “helpful” identity, using it as a way to transform a perceived weakness (limited SKUs) into a brand strength (thoughtfully curated assortment). This idea was brought to life by leveraging Ace’s famous jingle, cheekily rewritten to highlight all the help you can get in your very own neighborhood.

In just 6 short months, this campaign lifted brand awareness by 3% and increased store sales and profits by 3% and 4%, respectively.

Director: Jeff Jenkins
Created at former agency, OKRP