OKRP helps Ace tout in-store pickup & delivery

A new spot
campaign to
the store’s
national footprint

Just as Amazon’s Prime Day launches, Ace Hardware is amping up its support for its recently announced e-commerce delivery service in a new advertising campaign from O’Keefe Reinhard & Paul appearing on national television, online video, dynamic digital and paid social.

A new :15 spot promotes the national roll-out of the retailer’s ‘buy online, deliver from store,’ service now offered at participating stores nationwide. The campaign furthers Ace’s new brand positioning as The Home Convenience Store, a move to differentiate the 5,000+ store’s national footprint and highlight its presence in its customers’ neighborhoods.



Ace online
In addition to delivery, the Ace e-commerce site Acehardware.com, has other features to optimize customers’ online shopping experience including free in-store pickup and product assembly on select items at participating retailers.

As the ad notes: ‘What beats next day shipping? Getting what you need the same day.’

“The new advertising comes at a time when retailers are looking for ways to distinguish themselves from Amazon and big box stores. With a focus on helpfulness and convenience, backed by its local, retailer-owned cooperative stores, Ace provides that home-town touch with the advice and service that sets them apart in a category all their own,” explained Tom O’Keefe, CEO of O’Keefe Reinhard & Paul.

OKRP introduced The Home Convenience Store positioning in the fall of 2018 proclaiming: “Around the block. What you need in stock. With people who know their stuff.”

The idea behind the work was to highlight Ace’s ability to help its customers solve everyday home projects with all the tools and items needed in a store nearby, complete with expert advice.



About Ace Hardware
Ace Hardware is the largest retailer-owned hardware cooperative in the world with more than 5,000 locally owned and operated hardware stores in 65 countries. Headquartered in Oak Brook, Ill., Ace and its subsidiaries operate an expansive network of distribution centers in the U.S. and have distribution capabilities in Ningbo, China; Colon, Panama; and Dubai, United Arab Emirates. Since 1924, Ace has become a part of local communities around the world and known as the place with the helpful hardware folks. For more information, visit www.acehardware.com.

About OKRP
Chicago-based OKRP, named by Advertising Ag as a 2018 “Agency to Watch” and “Small Agency of the Year” 2015, is a new model advertising agency that delivers big agency brand creativity with startup ingenuity. With its belief that success as a new model agency relies on the ability to be nimble and to bring together the best talent for its clients, O’Keefe Reinhard & Paul has practiced the “high art of selling” on behalf of clients such as Chili’s, Groupon, Illinois Lottery, Big Lots, YUM! Brands, Ace Hardware and Turtle Wax among others.

Send your new work to Reel Chicago Editor Dan Patton, dan@reelchicago.com.