What Is The Ace Hardware Jingle? (+ Other Common FAQs)

Known for its authentic and personal customer service, Ace Hardware is a leading retailer in the United States. With over 5500 stores and the largest hardware cooperative in the world, Ace Hardware is instantly recognizable to customers.

However, if you’re a fan of Ace Hardware, you may be wondering what the Ace Hardware jingle is, and how long the company has used it. If you’d like to learn more, keep reading!

What Is The Ace Hardware Jingle In 2022?

The Ace Hardware jingle is ‘Ace is the place with the helpful hardware folks’, and this variation has been used since 1989. The original version of the Ace Hardware jingle had ‘man’ instead of ‘folks’ but this was replaced to make the jingle more inclusive and accurate to their employees as of 2022.

For more information about the Ace Hardware jingle, including who wrote and who sang the jingle in the adverts, as well as why the lyrics were changed, then keep reading for more facts!

What Was the Original Ace Hardware Jingle?

The original Ace Hardware jingle was:

‘Ace is the place with the helpful hardware man’.

Ace Hardware has often featured celebrities such as John Madden and Lou Manfredini to play the helpful hardware man in their advertisements.

Other celebrities also starred in Ace Hardware advertisements, such as Connie Stevens from 1974 to 1978 and Suzanne Somers from 1979 to the early 1980s.  

What Does the Ace Hardware Jingle Mean?

The Ace Hardware jingle is intended to represent the personal and authentic experience offered by Ace Hardware employees to their customers.

The phrase ‘helpful hardware folks’ advertises that Ace Hardware employees possess a professional knowledge of the hardware industry and are placed to offer advice and services for customers.

What Are the Lyrics to the Ace Hardware Jingle?

The Ace Hardware jingle is ‘Ace is the place with the helpful hardware folks’, and those are the only lyrics.

The lyrics to the Ace Hardware jingle are short and simple to make them easier for customers to remember.

Previous lyrics included using the ‘helpful hardware man’ instead of ‘helpful hardware folks’, but this phrase was discontinued in 1989 in order to be more inclusive. 

When Did Ace Hardware Change It’s Jingle Lyrics?

The Ace Hardware jingle was altered in 1989 and saw ‘Ace is the place with the helpful hardware man’ changed to ‘Ace is the place with the helpful hardware folks’.

Ace Hardware chose to change their jingle as they wanted to be more inclusive and politically correct, whilst also providing a more accurate representation of their workforce.

Who Sang the Ace Hardware Jingle?

Who Sang the Ace Hardware Jingle?

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

The Ace Hardware jingle has been used in recent marketing, but usually the lyrics aren’t included.

Who Wrote the Ace Hardware Jingle?

The Ace Hardware jingle was written by a Chicago based advertising company named O’Keefe, Reinhard & Paul.

The jingle was written after O’Keefe, Reinhard & Paul interviewed over 100 Ace retailers and employees for real-world examples of customer requests and how Ace Hardware employees will offer the best customer service possible for their shoppers.

The jingle is said to capture ‘the one-of-a-kind authenticity of Ace’s helpfulness’ found between the brand Ace Hardware, the employees and their customers.

Does Ace Hardware Still Use the Company Jingle?

Ace Hardware still uses the company jingle, but it’s often heard without the lyrics.

For its 2016 advertising campaign, Ace Hardware brought back its famous jingle for use in the new ‘Ace is the Place’ series of advertisements.

Before this, the Ace Hardware jingle had not been heard in its entirety for over 15 years.

The ‘Meet the Aces’ advertisement series used the jingle to show how Ace Hardware values its customers and the services it offers.

What is the Ace Hardware Slogan?

The Ace Hardware jingle is often confused with the slogan. The jingle is used by Ace Hardware for advertising purposes usually in formats such as television advertisements, while the slogan is applied to print and online text, such as the company website.

The Ace Hardware slogan is ‘Ace- the helpful place’, being modified from ‘the helpful hardware place’.

The new slogan mimics the rhyme of the Ace Hardware jingle, both using ‘ace’ and ‘place’ to attract customer attention.

To learn more, you can also see our posts on Ace Hardware slogan, if Ace Hardware is a franchise, and what is Ace Hardware.

Conclusion

The Ace Hardware jingle is ‘Ace is the place with the helpful hardware folks’ and has been used since 1989. While Ace Hardware still uses the melody of its jingle for advertisements, it often doesn’t feature the lyrics.

For a 2016 advertising campaign, Ace Hardware brought back the use of its jingle, which also aligns with the slogan the company uses, ‘Ace- the helpful place’ which allows customers to recognize the brand.

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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 QuerySprout.com.

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