True Value launches “Hardware Hero” campaign in U.S.

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.