Wright value

The Link Agency is launching its first campaign for A.J. Wright stores. The push features low-budget, documentary-style spots.

A Mother’s Day commercial set to break this week shows customers shopping for mom in an A.J. Wright store. Shoppers exclaim, “My mom’s gonna love this!” and “It’s going to be a great Mother’s Day!” The tagline is, “A whole lot more for a whole lot less, every day.”

The target audience is, “people who pride themselves on value,” according to Tracy LeRoux, CEO and creative director of Link in Providence, R.I. “It’s not so much a demographic as it is an attitude.” The average household income of A.J. Wright shoppers is $40,000.

A.J. Wright, a unit of TJX Cos., has stores in Massachusetts, Rhode Island, Connecticut, New Jersey, Philadelphia, Maryland and Michigan. A.J. Wright receives clothes from Sears and JCPenny, as opposed to sister chains T.J. Maxx and Marshalls, which receive their merchandise from high-end stores such as Macy’s.

In coming months a New York location will open. “Basically they are expanding into the West and the South,” said LeRoux.