Ace Hardware isn’t just a household name. It’s a household neighbor. With over 4,500 locally owned Ace Hardware locations across the U.S., the brand has become a model for how localized marketing drives national growth.
More than 50% of Americans say they’re more likely to buy from brands that advertise locally, and Ace’s marketing strategy is rooted in that insight. From localized ads to influencer partnerships, Ace Hardware puts its focus where it matters most: right in the neighborhood.
National Reach, Neighborhood Roots
Ace Hardware strikes a balance between national branding and local connection. Corporate provides direction with campaigns around categories like paint, grills, power tools and home preservation. But at the store level where owners know their customers by name, the message becomes personal.
Each Ace Hardware store can adapt its product mix and promotions to meet local needs, making the brand feel less like a chain and more like a neighbor. It’s a strategy that resonates: 63% of consumers say brands in local ads feel more connected to their communities, something national campaigns often struggle to achieve.
Marketing That Sticks (Like Paint On a Wall)
One campaign that continues to inspire is Ace Hardware’s "SomeDay" initiative, which tapped into the universal urge to finally get around to that one project we've all been putting off. Originally launched on April 3rd—dubbed “Someday”—the campaign struck a chord with procrastinating painters everywhere. And while it's not brand new, the idea remains remarkably relevant in today’s marketing landscape.
Most recently, Ace brought new life to "Someday" by teaming up with four DIY influencers—Kelsey and Ryan Mansingh (@newbuild_newlyweds), Kristine Abram (@homewithkrissy), Melissa Tyler (@lakeandlumber), and Angel Dooley (@massachusettsmama). Each documented how they tackled delayed projects, like painting a hallway or a child’s room, sharing their journeys on TikTok, Instagram, and Facebook.
Research shows that local influencer partnerships can improve reach by up to 50%, making this strategy both impactful and scalable. For Ace Hardware, collaborating with these influencers didn’t just generate relatable content it helped reach more women, younger shoppers and first-time homeowners, key audiences that continue to fuel the brand’s growth.
For marketers looking to follow Ace’s lead, check out Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your franchise's presence.
The Cooperative Marketing Advantage
Ace Hardware isn’t a typical chain. It’s a retailer-owned cooperative. This structure empowers store owners to act as true brand stewards. Corporate supports them with creative assets and national advertising, but each local store has the autonomy to speak directly to its customers in a way that feels genuine and tailored. Franchises that build scalable, structured local marketing systems like this are better equipped to earn customer trust, align brand and franchisee goals, consistently generate high-quality local leads and prevent challenges that can arise when franchisees lack marketing resources.
High-Tech, High-Touch Marketing
Digital innovation is essential, but for Ace Hardware, it’s always in service of the customer relationship. Their website and mobile app act as the "front porch" to the store, streamlining online ordering while reinforcing the human connection. Orders aren’t fulfilled in some anonymous warehouse. They're prepped and delivered by local associates, often the same folks you see at the register.
This approach mirrors the kind of support Flamel.ai brings to franchise marketing teams. By using AI to quickly generate localized content—from social content to hyper-local ad campaigns—franchisees can maintain high-touch marketing with far less time and effort. Localized ads created with Flamel.ai can streamline workflows by 98%, meaning marketers spend less time coordinating and more time connecting with customers across multiple locations.
Why Localized Franchise Marketing Works
By leaning into their identity as helpful neighbors and empowering their stores to market authentically, Ace Hardware continues to win over new audiences, including younger shoppers, more women and first-time homeowners.
In a world dominated by big-box sameness, Ace Hardware’s secret is surprisingly human: be local, be helpful and stay true to your values. For any brand aiming to blend scale with sincerity, there’s a lot to learn from the helpful place.
Ready to bring your brand’s strategy down to the neighborhood level? Download Flamel.ai’s Influencer Marketing Guide to learn how to turn national campaigns into local content that connects and converts.
