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HARDWARE RETAILER FINDS TRUE VALUE IN ORIOLE CAL RIPKEN JR.
Published January 13, 1997
True Value Hardware will use Oriole Cal Ripken Jr. as national spokesperson for its MLB sponsorship, according to Terry Lefton in BRANDWEEK. Ripken will appear in print ads, POP displays, and "at least" three Leo Burnett, Chicago, TV spots, scheduled to debut during the last week in March. Media buys include ESPN, local MLB broadcasts and NBC's Thursday night prime-time line-up. A Fox buy "is being negotiated." True Value plans an opening day promo in 19 of 28 MLB ballparks in which commemorative baseballs will be handed out with coupons. True Value will also produce a Sports Illustrated booklet on the history of opening day. The booklet will be distributed at stores, and bound into 3.5 million editions of SI's MLB preview (BRANDWEEK, 1/13).