Home Timber & Hardware is renovating. And Melbourne advertising agency, day&age, has been appointed to reposition the brand.

Home Timber & Hardware is a brand with heritage -  one of Australia’s longest established hardware brands and part of part of John Danks & Son, a 150-year-old company acquired by Woolworths and the giant US conglomerate Lowe’s in 2009.

Since the acquisition, the company has embarked on expanding the network as part of an integrated strategy to transform its scope and scale in the Australian hardware
market. “A central plank of the exciting growth plan is a repositioning of the Home brand,” stated Mark Burrowes, general manager of the Home Timber & Hardware Group.

The appointment of day&age was made after a major review of the company brand, its
operations and significant growth aspirations.

“The hardware market has experienced significant change over the past few years.
As the industry continues to evolve, it’s vital that we react to the changing face of
hardware.” Burroews said.

Creative Partner of day&age, Paul Taylor, said that the account gain was exciting for
the agency. “With the backing of Woolworths and Lowe’s, one of the world’s leading hardware specialists, we believe Home Timber & Hardware is in a strong position for growth and it’s a great opportunity for us to play our part in helping them achieve that,” he added.

A new campaign has been built on the theme, “Go where the tradies go.”

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