Following the launch of Abso-TK-lutely at Christmas, TK Maxx has followed up with a new brand campaign via Howatson+Company. 

It celebrates the unique shopping experience of Australia's only off-price retailer; getting your hands on big brands at small prices. For one shopper, it’s too exciting. Every time Confetti Katie sees the quality and the price, well, she goes off. 

You’d think after one shopping experience she’d stop, but the value is so good she comes back with friends, for gifts, winter jackets and more, and never stops popping.

OOH continues the campaign with a bold new visual identity for the brand that will be applied across all consumer touchpoints.

The campaign will run across TV, cinema, radio, OOH and social. 

Tony Dunseath, VP marketing, says “Turning the price ticket and discovering TK Maxx value is a unique shopping experience. The feeling of discovering that piece of everyday magic comes to life in these spots, and the new visual Identity." 

Jeremy Hogg & Richard Shaw, executive creative directors at Howatson+Company adds, “After launching the new brand platform with Uncle Simon at Christmas, it’s great to see the personality of the brand come to life across every format. We’re excited by what’s next. Plus, it was pretty fun to make a human explode in confetti.”