TK MAXX NATIONAL CHRISTMAS CAMPAIGN

OVERVIEW

Role: Marketing Manager

Focus: Media planning and buying, large-scale budget management, creative delivery, experiential execution, in-store activation, agency and project management.

Christmas was TK Maxx’s most commercially critical period. The campaign was built around the platform “Big Labels, Small Prices, Ridiculous Possibilities”, designed to bring the brand’s sense of surprise, abundance and fun to life across stores, media and public space.

APPROACH

The campaign was approached as a fully integrated national moment, with media, creative, in-store and experiential activity treated as a single system. The priority was to maximise reach and impact through disciplined media planning, while ensuring the creative idea translated consistently across all environments.

Experiential was used selectively to extend the brand beyond retail, creating memorable public moments that reinforced the Christmas message and generated earned coverage.

WHAT I DID

  • Led media planning and channel strategy across an £8m Christmas media budget.

  • Oversaw creative delivery and project management across all channels.

  • Managed in-store execution of The Never Ending Stocking, the core Christmas creative concept, offering customers the chance to win a year’s supply of gifts.

  • Led delivery of a separate experiential activation outside King’s Cross — a branded Christmas jukebox that triggered live gospel choir performances when activated.

  • Coordinated agencies, production, media and retail teams to ensure consistent execution during peak trading.


IMPACT

  • Delivered a high-profile national Christmas campaign at scale.

  • Reinforced TK Maxx’s core brand proposition through both retail and experiential executions.

  • Generated strong public engagement and earned media coverage through standout experiential moments.

  • Ensured seamless delivery across media, stores and live activations during the busiest trading period.