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BOSTON Allen & Gerritsen this month launches a campaign for TJX’s HomeGoods chain that introduces both a new tagline (“Save with style”) and a new character, the “Store Manager,” who cannot be tempted into giving customers advance notice on incoming merchandise.
The effort is designed to tout the client’s frequently changing assortment of home decor items, bed and bath accessories, lamps, giftware and related offerings and put a face on the HomeGoods brand. In one 30-second spot, women customers offer a HomeGoods manager gift baskets if he’ll give them the inside scoop, but his lips remain sealed.
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