ST. JACOBS, Ont. — Driven by a new, hip downtown Toronto ad agency, Home Hardware has launched a brand campaign to Canadian consumers that focuses on a younger demographic—and the support they’ll need to repair and renovate their homes.
The new campaign underscores the relaunch of Home’s own brand to reach out to millennial Canadians, who are now actively involved in starting their own families and establishing homes of their own. The cornerstone of the brand’s relaunch is a 60-second video that shows a young couple turning a fixer-upper into their first home. The video ends with the line: “Do it yourself doesn’t mean do it alone. Here’s How.” The campaign will be supported through social and digital channels, as well as television.
Developed by john st., the campaign takes a project-focused approach to show how Home Hardware is serving the needs of Canadian communities.
(Full story on Home’s latest rebranding initiatives will appear in next Monday’s edition of our weekly HARDLINES e-newsletter. If you don’t have a subscription to this industry bible, you’re not getting the full story! Click here and I’ll send you four weeks of HARDLINES for free! —Michael McLarney, Editor-in-Chief)
