Home Hardware Launches Benchmark Rebranding Campaign

Home Hardware Stores Limited has unveiled its ‘Built to Build’ campaign as part of a relaunch for its private brand, Benchmark. The program “is about connecting with DIYers across Canada and highlighting Benchmark as an innovative and affordable tool brand that can help them tackle the projects they’ve been dreaming of with ease,” says Laura Baker, vice-president, marketing, Home Hardware. Developed in collaboration with john st., the fully integrated campaign will be supported through social and digital channels, as well as a 30-second TV spot, in-store signage, and newly designed packaging. The campaign has also been customized for the Quebec and French markets where it will be represented as ‘Conçus pour bâtir.’ A cornerstone of the Benchmark relaunch is the brand’s new Omega 20V battery system which is compatible and interchangeable across all Benchmark 20V cordless products, including hand and power tools as well as lawn and garden equipment. The campaign will run until December 24.