Home Timber & Hardware (Home) has launched a new brand campaign that goes to the heart of what a hardware store should represent –quality product, service and advice.
Under the pledge to ‘Put The Hard Back Into Hardware’, the new creative adds a touch of Aussie larrikin humour to differentiate the national hardware brand against a market saturated by more rational advertising.
The new campaign sticks with the brand’s highly successful tagline ‘Go Where The Tradies Go’ and puts further reasoning behind why tradies shop at Home.
Kevin Lillie, head of marketing, Home Timber & Hardware said: “It’s about owning what we’re good at. This campaign identifies Home as the only place that really understands quality hardware, service and advice. Trade is integral to our DNA and this new campaign talks to our strengths in servicing this market.
“It’s an engaging new campaign that says it as it is. It gives Home a real point of difference in the market and we’re confident it will resonate strongly with our core customers of tradies and home renovators.
Home’s new brand creative came about following the appointment of Cummins&Partners as its new advertising agency in December 2014.
Ben Couzens, ECD at Cummins&Partners, said of the new creative: “Somewhere along the line, hardware has turned soft. It’s hardware, not software. We think a true hardware store should resemble one, not an extension of the hardware aisle in the supermarket. ‘Putting The Hard Back In Hardware’ says that if you’re a man who likes to tackle the tough jobs in the right way, with the right gear, come to a place that’s giving hardware its balls back.”
The new campaign launches with four brand TV commercials and will be used across all brand touchpoints including catalogues, TV, radio, in-store POS and digital.
Head of Marketing – Kevin Lillie
Brand Manager – Home Timber & Hardware – Terri Cain
Brand Specialist – Home Timber & Hardware – Neena Tulaskar
Executive Creative Directors: Ben Couzens & Jim Ingram
Creative Team: Frank Trobbiani, Chris Ellis, Michael Davey, Aaron Lipson
Chief Strategy Officer – Adam Ferrier
Group Account Director – Rod Mooseek
Account Manager – Dom Counahan
Agency Producer – Naomi Nienaber
Production Company: Otto Empire
Director: Justin Reardon
Executive Producer/MD – Jo Defina
Executive Producer – Bill Doig
Line Producer – Elizabeth Rocka
Editor: Dave Whittaker
Risk Sound: Dylan Stephens