True Value Empowers DIYers and Local Retailers with First Campaign in Decade

“Hardware Hero” celebrates the triumph and relatability of home improvement projects backed by the expertise of the neighborhood hardware store 

CHICAGO (April 1, 2024) – True Value, the iconic hardware store brand with a rich legacy spanning 75 years, proudly announces the launch of its “Hardware Hero” campaign in partnership with its agency of record Laughlin Constable. At a time when retail is down across industries, and consumers are pinching pennies, True Value is leveraging its legacy brand, deep expertise, and operational scale to ensure independent home improvement retailers thrive. 

“For decades, weve understood the essential role of the local hardware store in communities of all sizes, as well as why consumers take on DIY projects,” said Jake Kalnitz, SVP, Chief Merchandising Officer. “Every part of the home improvement process is empowering, and it’s so satisfying to be the champion of your domain. I love this campaign because it’s relatable, refreshing and straight up fun. It’s different than anything else in the industry. We are owning the inevitable project pitfalls, the millionth trip to the hardware store, the expertise of your neighbor who runs it, and the ultimate payoff of a job well done. 

The geo-targeted campaign now running in almost all 50 states is designed to connect consumers with hyper-local product solutions at their specific community store. Campaign creative utilizes a re-working of the famous ‘80s song “Jukebox Hero” to turn everyday homeowners into hardware, lawncare and paint heroes. The spots will evolve throughout the year to reflect seasonal needs of local consumers.  

“The products used in home improvement projects are the tangible conduit to that feeling of accomplishment and connection to your space and your community,” said Jon Laughlin, Chief Creative Officer at Laughlin Constable. “Creatively, we wanted to lean into how products and your local store are the start of every DIY project, and they connect you to the emotional journey of getting the job done. The excitement to get started, the relatable (and sometimes funny) frustration when you’re in the work, the nervousness of not knowing how to fix it. I think we nailed how welcoming your local True Value is, and that you are guaranteed to easily get expert advice and great products to keep your momentum going.”

True Value’s campaign launches amidst an ever-evolving retail landscape, as retailers of all sizes across all industries look for opportunity to win. Experts – from Cleveland Research Center to hardware industry insights – predict 2024 will be relatively flat, with the potential for an uptick in consumer confidence later in the year and more growth in 2025 and beyond.  

“A focus on the right products at the right time, backed by an exceptional in-store experience and smart promotions, will allow our independent stores to serve their communities for decades to come,” Kalnitz said. “We’re so excited to offer a new way for Hardware Heroes to connect with each other as we lay the groundwork for success now and in the future.” 

To learn more about the campaign, visit 


About True Value Company 

True Value Company, headquartered in Chicago, is one of the world’s leading hardlines wholesalers with a globally recognized brand and 75 years of experience serving independent hardware retailers. True Value Company provides its customers in over 60 countries an expansive product set of market-customized assortments at highly competitive prices, superior product availability, innovative marketing programs and a la carte value-added services like eCommerce ship-to-store, store remodel support and True Value University, all within a flexible model that requires no membership. With 13 regional distribution centers, and approximately 2,500 associates serving over 4,500 stores, True Value Company celebrates independence and drives retail excellence across the U.S. and internationally. Learn more at 

 Media Contact: Nadia Hill | Communications Manager |