True Value had launched an extensive integrated campaign to boost its brand name in the US. The Company, headquartered in Chicago, is one of the world’s largest retailer-owned hardware cooperatives with approximately 5,800 independent retail locations worldwide. The print advertisement campaign revolves around the concept of ‘Start Right Start here’ as the firm guarantees complete hardware solution for homes. The advertisements are showing different situations in homes in order to illustrate the hardware needs and solution offered by the firm.
The presentation of the campaign is extremely dull and ineffective as it struggles to convey the message clearly. The campaign also seems to be falling short in communicating the product benefit. The punch line of the campaign reads, ‘we have been there’. The main strength of the campaign is its copy, which is a bit lengthy but it gives information about the range of products of the firm. The campaign was created by MARC, US.
Via Duncan’s Print
