Retailer TK Maxx is focusing on how it can help customers deal with the ongoing cost-of-living crisis with an integrated marketing campaign, launching this week.
Devised by creative shop Wieden + Kennedy London, the creative will be centred around a 30-second ad that playfully pokes fun at TK Maxx’s reputation for selling ‘big brands at small prices’.
Directed by Jeff Low through Biscuit Filmworks and created by Katy Edelsten and Florence Deary at W+K, the comedic film drives home how ‘everyone’ – even alien fashionistas knows about the retailer’s inflation-busting prices.
“At TK Maxx we believe that there’s no deal like a TK deal, and we are celebrating the innate understanding our customers and fans have of shopping with us,” said Maxx senior vice-president, group marketing and corporate responsibility director Deborah Dolce.
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“It’s more than just finding great brands at great prices; it’s about the feeling of discovery, the joy of the hunt, and the satisfaction of walking away with quality treasures at unbeatable prices.
“Our customers share in this knowledge, and the new work showcases this in a funny and memorable way, tapping into what’s true about the TK Maxx brand, a little bit irreverent, inclusive and down to earth.”
Running across key markets including the UK, Ireland, Germany, Poland, the Netherlands and Austria, the hero spot will be supported by additional video-on-demand and online video executions.
Wieden + Kennedy creative directors Freddy Taylor and Philippa Beaumont added: “We can tap into true TK buying behaviours, celebrate the feeling of finding something astonishing for way less than it should be, we can do unexpected collaborations, or just celebrate everyone who knows about the amazing deals in a super fun hyperbolic fashion.
“Getting to launch a new brand platform for such an iconic brand was an exciting one for us. What we love about ‘There’s no deal like a TK deal’ as a platform is the breadth it brings with it.”
