Mullen/LHC Continues to Tell ‘Maxximum Stories’

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. That work was tagged, “Fashion. Some people get it. Some people get it for less,” which was designed to drive traffic into stores; the effort was heavily promotion-driven.

T.J. Maxx split with Holland Mark last fall and chose Mullen/LHC (at the time called Long Haymes Carr) for creative chores after a review. Hill, Holliday, Connors, Cosmopulos, Boston, handles media buying.

In one of the new spots, “Taylor,” a sophisticated 30-something blonde in an upscale apartment, shares her shopping secrets (“Come on, it’s T.J. Maxx. There are things you need to know!”), then reels off a list of do’s and don’ts: “Never take a friend who wears your size … You’ve got to take the big car … When you get there, get a cart because you’re going to need it!”

The campaign’s tagline is, “T.J. Maxx. You should go.”

The work touches on the Framingham, Mass.-based retailer’s two biggest strategic selling points: brand-name designer fashions and household goods and prices that run 20-60 percent below typical department-store charges.

T.J. Maxx, a division of the TJX Cos., operates nearly 650 stores in 47 states. “Maxximum Stories” represents Mullen/LHC’s first campaign for the client.