At True Value event, open casting

When True Value retailers assemble in Orlando, Fla., Feb. 20 to 22, the Chicago-based co-op will invite retailers to audition for its television campaigns. 

According to Chris Taylor, True Value's director of communications, the one-day-only open auditions for camera-friendly retailers will be among the highlights of the co-op's market event. The retailers selected will play roles in the co-op's national advertising campaign in 2012.

Also at the three-day market will be an increased emphasis on farm and ranch, Taylor said. While a small assortment of farm-and-ranch items was organized at the most recent True Value market in Philadelphia, the Orlando market will showcase a full-blown section with 90 vendors and 15 new product classes. Pet, equine and automotive will be among them. 

"This is part of a longer-term strategy to help our retailers grow their businesses in new categories that are profitable," Taylor said.

The overarching theme for the event remains: "Winning at Retail," she added.