Ace Hardware Launches First-Ever National
Hispanic Advertising Campaign
Spanish-Language TV and Radio Are Ace’s Latest Efforts to Reach the Hispanic Market with Creative
April 15, 2010 12:10 PM Eastern Daylight Time
NEW YORK--(EON: Enhanced Online 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.
The U.S. Hispanic population is approaching 50 million and buying power is nearly $1 trillion. The 86-year-old Ace
Hardware has made great strides into this market in the past two years, with this nationwide effort marking their
biggest move to date.
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.”
About Ace Hardware
For more than 85 years, Ace Hardware has been known as the helpful hardware store by both customers and
communities. In 2009, Ace ranked “Highest in Customer Satisfaction among Home Improvement Stores for the