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The second chapter of “Maxximum Stories,” Mullen/ LHC’s vignette-driven TV campaign for retailer T.J. Maxx unfolds this month.
Three 30-second spots, breaking on broadcast and cable-television in markets across the country, use “real stories” about shopping skills to drive business to the discount retailer.
“The campaign is based on interviews with T.J. Maxx shoppers,” said Carrie McCament, group account director at the Winston-Salem, N.C., shop, a unit of Mullen in Wenham, Mass. “It gets to the heart of how people shop.”
The work, which began rolling out in March, represents a radical departure from the retailer’s last campaign created by former agency Holland Mark in Boston.
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