To grow market share by bringing to life what makes TK Maxx different: the spontaneous, surprising nature of the shopping experience.

TK Maxx’s high street presence is well established and many shoppers are hugely loyal afficionados of the store. But we were challenged to remind people about what makes TK Maxx different. In a world of shopping predictability, TK Maxx truly stands for something different – for surprising possibilities.

We brought this insight to life in our launch work for the brand. From shelves in store through to national TV, we talked about ‘Ridiculous Possibilities’, highlighting the world of bizarre yet brilliant opportunities opened up by the labels-for-less retail experience. A truly ownable campaign for a truly unique store.

Recently we launched the second fully-integrated campaign built upon the Ridiculous Possibilities brand platform.

From the joys of biker ballet to the benefits of face cream in space, the new Autumn/Winter campaign reveals how the labels-for- less retailer’s combination of designer brands at outrageous prices can take shoppers even further into the world of Ridiculous Possibilities.

It is too early for hard results, but the campaign has been very well received on and offline.