TK Maxx is to run a TV campaign in London for the first time, using a 30-second execution produced in house. The ad shows women emerging from their homes in ever more glamorous clothing, in a bid to outdo one another. The spot will run on ITV1, Channel 4 and Five from April 4.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.