North Coast Hardware aimed to shift customer perception and establish itself as the go-to lumber yard in Antigua. While previous efforts have increased awareness, this campaign focuses on winning customers from competitors. This campaign introduces Jim Suavé, a construction worker turned podcast host of “D Construction Therapist.” In a humorous video series, Jim advises callers to “break up” with their current lumber yard and choose NCH for superior benefits like an indoor facility, drive-through service, deliveries, great value, and the trust of Antigua’s favorite hardware store.