Wieden + Kennedy’s work for TK Maxx has been consistently strong, bringing a vibrancy to the brand by reflecting the designer dream – but without raising false expectations about the reality of its customer experience.
This latest campaign rams home the discounter’s message by making a virtue of the fact that it’s not telling us anything new. It also introduces a weird and wonderful mix of characters and a strapline that might well stick, “There’s no deal like a TK deal.”
In a cost of living crisis, it’s not surprising that TK Maxx is doing well, but W+K are surely making a contribution to the bottom line.
