Budget retailer TK Maxx has teamed up with celebrity gossip magazine Heat to launch an online video campaign. The tie-up comes as the retailer tries to restore its reputation after it was forced to pull two product lines from stores this month.
The retailer removed a line of jackets, which had knives sewn into its inside pocket. It was forced to pull the products following a public outcry over its inappropriate nature at a time when knife crime in the UK is soaring. Days later it had to pull a line of walking sticks, found to conceal 20-inch swords.
TK Maxx is launching a month-long “Celeb-a-Like Style Sweep” campaign on the Heatworld.co.uk website, created by BLM Quantum, Arena BLM’s digital media specialist. It shows viewers how to get a themed celebrity look for less.
The clips will feature three Heat fashion stylists competing to perfect a celebrity “look” using clothes from TK Maxx. Viewers will be able to vote for their favourites and enter a draw for the chance to win £50 TK Maxx vouchers.
Each week the stylist will be given a specific theme of partywear, cosy chic and Jeanius. They will then choose clothes based on the style of Cheryl Cole, Agyness Deyn or Alexa Chung and dress themselves to achieve their celeb-a-like look.
Josh Krichefski, deputy managing director at BLM Quantum, says the agency has created a campaign that “targets a core audience of fashion conscious women who are smart shoppers and want to get the best for less”.