Two years after TruServ Canada Inc. was acquired by RONA in 2010, the new owners discontinued their licensing of the True Value brand in this country. But the Chicago-based hardlines wholesaler remains one of retailing’s iconic banners, with over 4,500 stores internationally. Now, the brand has launched its first advertising campaign in a decade, taking the Foreigner song “Juke Box Hero” as its inspiration for “Hardware Hero.” The campaign will run on American TV, YouTube, Meta, and programmatic display. It’s a geo-targeted campaign designed “to connect consumers with hyper-local” True Value hardware stores.
