TRUE VALUE ADS LOOK TO GIVE D-I-YERS BACK THEIR WEEKENDS. From: Do-It-Yourself Retailing | Date: April 1, 2000 | COPYRIGHT 2000 National Retail Hardware Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

* Emphasizing playtime over chores, TruServ Corp. launched a brand repositioning campaign last month. The commercials, developed by MARC USA/Pittsburgh, use lifestyle vignettes to get across the message that True Value stores understand how precious spare time can be and how they do everything possible to make the job easier for customers.

The $50 million image campaign is the first major marketing effort since the company announced it would combine its three retail bran...