Ace Hardware’s new branding campaign aims to capitalize on the hardware co-operative’s old jingle to help reposition stores as neighborhood staples.Debuting in March, the “Meet the Aces” campaign centers on 30-second TV spots airing nationally on a mix of network and cable stations, along with 30-second radio spots running on national networks. Austin, TX-based GSD&M handles creative, while Horizon Media, New York, takes care of media buying and planning.Creative for the TV spots was designed to present Ace as part of the community, with the store depicted as a house and employees presented as friendly neighbors. (See videos below.)Both the TV and radio spots — which can be customized locally to showcase specific Ace retailers — contain an updated version of the familiar “Ace is the place …” jingle, which hasn’t been used in 16 years but still has incredible recall with consumers, John Surane, Ace’s senior vice president of marketing, merchandising and sales, told the Institute.“When I wear my Ace shirt on an airplane, nine times out of 10, someone will whistle the jingle to me,” Surane said. “We wanted to re-create something that worked so well for so long. We figured, ‘Why not bring it back?’”Despite requests from some retail members, the co-op didn't bring back popular past spokespersons John Madden or Suzanne Somers, opting to focus on the “real” employees rather than celebrities, Surane said. The new effort also encompasses digital advertising and social media activity, the former including emails to members of the Ace Rewards loyalty program. In stores, the campaign plays out on endcap signs and window posters. Images of the Ace "house" and other creative elements from the TV spots were made available to storeowners for use in their local circulars. The campaign marks the continued evolution of Ace’s marketing strategy, according to Surane. About three years ago, the chain started to position itself as the ideal destination for consumers who need quick and easy help with home maintenance. The goal was to differentiate Ace from national home improvement centers The Home Depot and Lowe’s — which are better suited for bigger projects — by presenting the chain as ideal for “fix, maintain or repair” moments, Surane said.Confident that it had put enough space between itself and the national chains in that regard, Ace’s next goal was to reach 35- to 54-year-old homeowners and take them inside stores, Surane said. Even though Ace has roughly 4,000 stores in the U.S., many consumers have never been inside one.Driving traffic is a major reason why the TV and radio spots showcase the availability of national brands such Sears Holdings’ Craftsman, Weber-Stephen Products’ Weber, Stanley Black & Decker’s DeWalt, and Scotts Miracle-Gro’s flagship. Paint is also a key category, which is why Ace is developing spots for 2014 that will highlight its new merchandising agreement with Valspar Corp., whose flagship-brand paint will begin rolling out to stores in September. (The brand will remain available at Lowe’s.)