DFGW and TK Maxx’s in-house creative team have created the first national television campaign for the discount retailer, which also marks the doubling of its 2005 television budget.
The agency developed the strategic idea for the campaign, executed by the in-house team.
The multimillion pound campaign introduces the slogan "Big Labels, Small Prices" and revolves around the use of over-sized labels. It reflects the company’s "Labels for Less" positioning, which was developed with DFGW after the agency won the business following a four-way pitch in January this year. The in-house agency produced three commercials – a 30-second ad and two ten-second spots with media planning and buying by Starcom.
Activity will break on Good Friday and be aired across terrestrial and satellite channels for seven weeks.
The retailer decided to advertise nationally because it now has more than 200 stores in the UK and Ireland.