Ace Hardware Slogan (What Is It, History & Meaning + More)

As the largest hardware cooperative globally, Ace Hardware has been reported to spend around $100 million on advertising per year promoting its brand. A critical way Ace Hardware promotes its company is through its slogan.

If you’re a fan of the Ace Hardware brand, you may be wondering what its slogan is and what it says about the company. After doing some digging, here’s what I’ve found out about the Ace Hardware slogan!

Ace Hardware Slogan In 2023

The Ace Hardware slogan is “The helpful place,” which replaced its long-time slogan of “The helpful hardware place,” and the Ace Hardware slogan frequently accompanies its logo as of 2023. Another phrase Ace Hardware is associated with is the jingle accompanying its adverts, “Ace is the place with the helpful hardware folks.”

For more information about the Ace Hardware slogan, including what the slogan means, when Ace Hardware changed its slogan, and what the Ace Hardware slogan used to be, just keep reading!

What’s The Ace Hardware Slogan?

The Ace Hardware slogan is currently “The helpful place,” which often accompanies its logo.

However, before the company shortened it, the previous Ace Hardware slogan was “The helpful hardware place.”

Also, Ace Hardware has been associated with its advertising jingle ‘Ace is the place with the helpful hardware folks,’ originally written by the Chicago advertising agency O’Keefe Reinhard.

What Does The Ace Hardware Slogan Mean?

The Ace Hardware slogan “The helpful place” indicates its desire to help customers with the store’s numerous products and services.

Further, the notion of Ace Hardware being “helpful” advertises to customers that Ace Hardware employees are specialists and can help customers with their queries about products and services available in-store and online.

Also, the Ace Hardware jingle “Ace is the place with the helpful hardware folks” is an extended version of the slogan, again indicating its desire to help its customers.

When the Ace Hardware jingle was written, O’Keefe Reinhard & Paul interviewed over 100 Ace employees about customers’ requests to represent how Ace Hardware employees go the extra mile for customers.

In addition, Ace Hardware is known for operating smaller retail stores than competitors, which offers a more personalized experience for customers.

That said, this smaller feel is referenced through the use of “folks,” which creates a friendly environment.

Did Ace Hardware Change Its Slogan?

Did Ace Hardware Change Its Slogan?

Yes, Ace Hardware shortened its slogan to “Ace – The Helpful Place,” after it was “The helpful hardware place.”

On top of that, the new slogan also incorporates the Ace Hardware jingle that has been used since 1989, which is “Ace is the place with the helpful hardware folks.”

Why Did Ace Hardware Change Its Slogan?

Ace Hardware likely shortened its slogan to keep up with modern trends of more concise and catchy slogans.

Also, the Ace Hardware jingle “Ace is the place with the helpful hardware folks” has been used since 1989, when it was altered from “Ace is the place with the helpful hardware man.”

That said, Ace Hardware changed the jingle to make it more inclusive and accurately represent the store’s employees.

Who Sings the Ace Hardware Slogan?

The Ace Hardware jingle was originally sung by the actress Connie Francis in the 1970s.

However, the Ace Hardware jingle has been used in recent marketing, but often it’s just the melody that’s heard, not the lyrics.

Still, the Ace Hardware jingle was made famous by actresses such as Connie Stevens and Suzanne Somers.

In 2016, Ace Hardware chose to reuse its jingle within its new advertising campaign, describing it as “unmistakably Ace.”

Further, the advertising campaign used 30 videos filmed at three Ace Hardware stores using 25 owners and 40 real customers and used the jingle to help bring authenticity to its campaign.

Who Is Ace’s “Helpful Hardware Man”?

As part of its advertising campaign, Ace Hardware utilized its jingle alongside actors playing the “Helpful Hardware Man.”

That said, home improvement expert Lou Manfredini has played the Ace Hardware Helpful Hardware Man and NFL coach and commentator John Madden.

What’s Ace Hardware’s Mission Statement?

The Ace Hardware mission statement is “To be the best provider of products, services, and operating methods for convenience hardware retailers around the globe.”

With that, the mission statement at Ace Hardware ties into its slogan by advertising the store’s employees as expert providers of services and products.

Additionally, convenience hardware retailers relate to the personal experience that Ace Hardware offers its customers through its cooperative business, as independent owners run the stores.

To know more about Ace Hardware, you can also check our posts on Ace Hardware’s shoplifting policy, Ace Hardware employee discount, and if Ace Hardware is a franchise business.


The Ace Hardware slogan is “The helpful place” and is often featured below its logo.

Further, the slogan is shortened from the previous iteration, “The helpful hardware place,” which Ace Hardware used for many years.

Also, Ace Hardware is known for its advertising jingle “Ace is the place with the helpful hardware folks,” which has been used since 1989 and recently incorporated into its 2016 advertising campaign.

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Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of

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