In early March, Ace Hardware launched a new national advertising campaign featuring real-life Ace owners and store associates, as well as customers of the retailer-owned hardware cooperative. The campaign, which incorporates multiple channels, including television and social media, puts a fresh spin on Ace's signature jingle, "Ace is the place with the helpful hardware folks." In episode 30 of Total Retail Talks, Jeff Gooding, senior director of marketing and advertising for Ace Hardware, discusses how the "Ace is the Place" campaign hopes to bring attention to Ace's exceptional customer service and expertise.