Ace has been around for decades + has a store on nearly every corner of the country. Yet they were struggling to maintain market share against the heavy ad spend + robust product assortment of the big boexes.

While the Home Depot + Lowes have almost everything under the sun for home DIY projects, they’re lacking in the one 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 assortment) into a brand strength (thoughtfully curated stock). 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.