TK Maxx Makes The Improbable Possible in Newly Launched Campaign

303 MullenLowe has officially launched TK Maxx in Australia with a campaign that promises exceptional value on big brands, making the improbable possible - an insight that inspired the launch campaign tagline, 'yes way'.

Filmed beachside in Sydney and featuring sun, surf and stilettos, 'yes way' highlights TK Maxx's arrival as an off-price retailer where the brands are big and the prices are small.

Says Richard Morgan, ECD, 303 MullenLowe: "Our challenge was introducing TK Maxx to an Australian audience, whilst giving the European brand a quirky and uniquely Australian tone of voice, which led us to 'yes way' - a platform that captures the positivity of the Australian spirit, where anything is possible."

303 MullenLowe has created a fully integrated campaign, from the media, digital, PR and social strategy to television, outdoor and radio executions. The launch of 'yes way' kicked off with a media event at the Royal Botanic Gardens last week and will be supported with social content on Facebook, Snapchat and Instagram.

From Thursday 20th April until early May, TK Maxx will open 35 stores in NSW, Queensland, Victoria and Canberra. The stores are being converted from former Trade Secret locations. There are a few additional stores planned to open later in the year, including new locations at Top Ryde and Wollongong.

Says Tessa Buenen, AVP - head of marketing TK Maxx Australia: "We're incredibly excited to be bringing the TK Maxx brand to Australian shoppers. This campaign brings our proposition to life in a really fun, vibrant way that will inspire Australians to come and discover an ever-changing supply of big brand treasures at amazing prices."

TK Maxx offers everything from women's, men's and kid's fashion, to footwear, accessories, lingerie, beauty, luggage, homewares and more. It has over 500 stores across seven countries - the United Kingdom, Ireland, Germany, Poland, Austria, the Netherlands, and now Australia.