A&G Tries New Direction for HomeGoods

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.

The new positioning replaces “Life is how you decorate it,” which Watertown, Mass.-based A&G debuted for the 140-store chain two years ago.

Ads will run in select markets including Boston, New York, Detroit, Cincinnati and St. Louis. Spending is in the $3-5 million range.

Creative directors Peter Seronick and Gary Greenberg handled copywriting and art direction, respectively. Matt Murphy produced; Jeff France directed.