True Value Launches “Your Project, Your Way” Campaign Starring Nick Offerman
Nick Offerman fronts True Value’s “Your Project, Your Way” campaign, inviting a new generation of DIYers into their local store to tackle projects on their own terms.
True Value has returned to national advertising with a new brand-awareness campaign built around creativity, humor, and independent problem-solving — and fronted by actor and woodworker Nick Offerman.
The “Your Project, Your Way” campaign officially launched January 7 and represents True Value’s latest step in restoring the brand to historic prominence while connecting with a new generation of DIYers. Offerman’s participation was previewed at the combined Do it Best/True Value Fall Market in Indianapolis this past September, where retailers got an early look at the company’s direction and investment in brand storytelling.
Here are two of the ads from True Value’s “Your Project, Your Way” campaign, designed to connect with a new generation of DIYers and celebrate hands-on creativity.
“True Value represents independence and doing what you love with your own two hands,” Offerman said. “I had a blast working with a brand that has been a part of my life going all the way back to my days in Minooka, Illinois.”
The campaign celebrates individuality and the different ways people approach projects. Its tone leans more playful than traditional hardware advertising, with Offerman appearing “in disguise” as a store employee seeking the approval of veteran hardware staff while helping customers navigate projects. The spots highlight store owners and employees as central characters, underscoring the connection between independent hardware stores and their communities.
Eric Lane, senior vice president of marketing at True Value, said the campaign is meant to reflect today’s DIY audience and the core character of True Value retailers.
As part of the True Value brand campaign, Nick Offerman goes undercover on the sales floor, pairing lighthearted humor with craftsmanship know-how.
“With ‘Your Project, Your Way,’ we wanted to celebrate the independent spirit of our stores and the people who shop in them,” Lane said. “We’re all for embracing creativity, encouraging experimentation, and showing that no project is too big or too small when you approach it on your own terms.”
The campaign will run on connected TV, YouTube, streaming audio, paid social channels including Meta, TikTok, and Pinterest, as well as through influencer partnerships and in-store placements. True Value will also receive visibility through live-sports programming, including its role as Official Hardware Sponsor of the NCAA Big East Conference Tournament.
By pairing Offerman’s cultural recognition and authentic woodworking background with messaging centered on independence and hands-on effort, True Value aims to introduce the brand to younger DIY consumers while reinforcing the strengths independent retailers already live every day: local ownership, practical expertise, and support at every step of the project.
