HomeBase Plans Biggest Radio Campaign

HomeBase Inc. will launch a radio advertising campaign today aimed partly at the growing Latino population.

The Irvine home-improvement chain declined to say how much it was spending on the radio spots, which will be in English and Spanish. But the company said the new campaign represents the most radio air time it has ever purchased.

The campaign will begin with 60-second spots that introduce “HomeBase Guy,” a character in need of a home-improvement expert. The company’s Latino initiative will feature “Nosey Neighbor,” who’s on the lookout for items her neighbor buys at HomeBase.

HomeBase has been struggling to boost its position in an increasingly competitive market. The company is also developing five new House 2 Home stores, which will focus on home furnishings, garden supplies and outdoor furniture. HomeBase has 88 stores in 10 Western states.