Homeware retailer Homesense is showcasing its extensive offering and cost-of-living busting value with a cheeky nod to its (more famous) sister brand, TK Maxx.
Developed by global agency Wieden + Kennedy, the integrated brand campaign will be spearheaded by a series of stylish 20-second spots that amplify Homesense’s brand by leveraging TK Maxx’s famous value proposition.
Directed by Max Siedentopf and supported by a suite of still photography by Maurizio Di Loro, the campaign will aim to drive consideration and brand awareness for the retailer, which has often found itself in TK Maxx’s more illustrious shadow.
“There’s no place like Homesense (except TK Maxx)” builds on TK Maxx’s 30 years of widespread recognition to shine a light on Homesense. The campaign highlights that Homesense has all the incredible offerings of the much-loved TK Maxx home department, but on a grand scale, as this is a whole store packed to the rafters with homeware and gifts at incredible value,” TJX Europe group director, Deborah Dolce said.
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“We’re excited that this work rather brilliantly showcases the Homesense brand at the same time as reinforcing our home credentials in our general department store concept, TK Maxx.”
Homesense’s key value proposition will feature prominently across this latest creative, communicating to customers how it can offer them quality products at competitive prices all the year round.
Wieden + Kennedy London creative directors, Freddy Taylor and Philippa Beaumont added: “It’s not very often you can use one brand’s fame to leverage your own, so expect to see more work from Homesense that latches onto the coattails of TK Maxx to talk about its brilliant self.”
