Hispanic Advertising

Ace Hardware Advertising

by on Apr.21, 2010, under News

Ace Hardware Corporation rolls out its first-ever national Hispanic advertising campaign, created by REVOLUCION. Three 30-second Spanish-language TV spots are airing nationwide on Univision and Telemundo, among others, and two Spanish-language radio spots support the effort.

Hispanic Advertising Campaign

A trial campaign in 2008 saw a seven percent year-to-year jump at Ace’s Hispanic-designated stores in Denver and outperformed their non-Hispanic stores nationwide. Ace conducted a second effort the following spring in Denver, Sacramento and Chicago, which brought more success. REVOLUCION was then asked to develop a national Hispanic campaign for 2010.

“We’ve seen strong results at retail by reaching out to the Hispanic market and understand the importance of communicating directly to these customers,” says John Surane, Ace’s vice president, consumer marketing, merchandising and paint. “We identified a unique Hispanic insight that separates Ace from the ‘big boxes’.”

José González, partner, REVOLUCION, adds, “In many countries, the hardware store is part of the local community where you’re always helped and can get in and out quickly. Ace is the place where Latinos can have that same customer experience in the U.S. and these spots convey that relevant message.”

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