First there was Woof Stock for dogs, and now Home Hardware’s Wood Stock is also paying homage to the ’60s cultural touchstone that was all about peace, love and music.

“Wood Stock: Festival of Lumber” is a mini music fest that (appropriately) took place in Woodstock, Ontario. Laura Baker, Home Hardware’s CMO, tells strategy that it was also the culmination of Home Hardware’s national marketing campaign that informed DIYers that lumber prices are back to more affordable levels, stating “wood’s in stock.”

“Prices are lower than they have been in years,” Baker notes. “That was how Wood Stock was born, and we saw a great opportunity for experiential to go along with [the campaign].”

Home Hardware operates out of two towns named “Woodstock” (the other being in New Brunswick) and Baker says there may be something similarly music-related in the offing on the east coast.

The messaging – both broadly and on-site – also conveyed that products are available for pick-up or delivery and that Home Hardware has project packages, plans and material lists for building things like sheds, gazebos, garages, etc.

The summer outreach may have already paid dividends, with Baker stating that “we believe we have taken single digit market share from our competitors.”

The multi-media campaign had elements that included DOOH boards  (“the centerpiece of the campaign,” says Baker) and also ads on CTN radio (the Canadian division of The Global Traffic Network) to target consumers who live near its 600 building locations.

John St. handled the creative, while PHD led the media buy. XMC helped activate the “Wood Stock” festival.

Baker says there is an “active” fall marketing calendar looming, which will be more focused on project-based outreach, with home interiors being the focus of the winter.