Who is Nick Offerman and why is he in this campaign?

Nick Offerman is an actor and real-life DIY enthusiast known for woodworking and home projects. He brings trust, humor, and approachability to the ads. His presence helps reassure new DIYers, lowers the fear of starting a project, and strengthens brand recall across TV, YouTube, and social placements.

What is the focus of the “Your Project, Your Way” True Value campaign?

The campaign encourages flexible projects that fit different budgets, timelines, and skills. It blends practical tips with light humor, using neighborhood store service as a key edge. The goal is to drive quick wins, repeat trips, and balanced baskets in paint, repair, fasteners, and seasonal items.

Why does this matter for investors in the US retail sector?

National advertising spend often leads changes in traffic and product mix. A strong response could signal healthy DIY intent heading into spring. Investors should watch foot traffic, category strength in repairs and paint, social engagement on project content, and promo cadence that supports weekend store visits.

How will the ads reach younger DIY consumers?

The plan leans on connected TV, YouTube, and social to meet viewers where they watch and scroll. Short formats, sports moments, and authentic store interactions keep attention high. This mix allows quick testing of messages and fast pivots, improving efficiency while building familiarity with local True Value dealers.

Global Market Insights

January 11: True Value taps Nick Offerman in national DIY reboot

ByDanny Kontos January 11, 2026January 11, 2026

Nick Offerman is the face of True Value’s national comeback in advertising, a move aimed at younger DIY consumers and busy homeowners. The “Your Project, Your Way” True Value campaign puts personality and humor at the center, with broad reach across connected TV, YouTube, social, and sports. For investors, the push signals rising competitive spend among independent hardware stores and a fresh bid to capture DIY demand in 2025. We break down the strategy and what to watch in DIY retail advertising.