Home Depot 'Doubles Down' on Retail Media, Rebrands Network

The Home Depot has rebranded its retailer media network from Retail Media+ to Orange Apron Media. The retailer unveiled this update as well as new product offerings at its inaugural in-person marketing summit called "InFronts" on March 28.

Digiday reported that at the InFronts event, Home Depot also introduced a new partnership with Univision to open up more media placement opportunities and new in-store display ads.

"This decision to double-down on our brand equity is a part of our dedication to delivering value to customers and our ambitious vision for the future," Madison Whiteman, manager, media strategy, Orange Apron Media, The Home Depot, said in a LinkedIn post.

Elsewhere on LinkedIn, the retailer's Orange Apron Media page explains its network has grown remarkably since its launch in 2018, driven by the success of its partners through the network's tailored solutions and support. The network's new identity is part of that evolution.

"Our orange apron is an iconic symbol of knowledge, helpfulness and expertise," states the retailer on the page. "It’s worn by nearly 500,000 individuals every day and is a celebrated marker of our enduring success and commitment to customer service. We’re an army of orange aprons that want our suppliers to succeed – because their success is our success."

Considering the proliferation of retailer media networks in the market, it makes sense for the retailer to rebrand, according to Cyndi Loza, P2PI's managing editor of member content. 

"There are so many networks in the marketplace – and new ones continue to pop up like Wawa's Goose Media Network and Wakefern Media Exchange. It makes sense that Home Depot wants to rebrand to something that is so iconic for them and makes them stand out," Loza said. "Retail Media+ can be any network. Orange Apron Media is definitely Home Depot."

The debut of Orange Apron Media also comes during the busy spring season in the home improvement channel. Home Depot is running its annual "Spring Black Friday" campaign April 4-28, touting seasonal savings on products to make their homes warm-weather ready such as plants and outdoor power equipment.

"We are very excited for this new chapter of our retail media organization, Orange Apron Media," Melanie Babcock, leader of The Home Depot’s retail media business as VP of Orange Apron Media and Monetization, said in a statement. "Retailers are continuously working to captivate customers at all stages of their shopping journey, and Orange Apron Media is at the forefront of this ever-changing digital advertising landscape, helping brands connect with customers closer to the point of purchase."