March 2008 - TK Maxx appoints Cunning
TK MAXX APPOINTS CUNNING FOLLOWING
GIVEGET CHARITY SUCCESS
TK Maxx, the labels-for-less retailer has appointed creative marketing agency Cunning as agency of record for all their experiential activity throughout 2008.
The move follows the successful completion of a project to support a Corporate Social Responsibility initiative led by the retailer.
Cunning organised a nationwide tour to create awareness of GiveGet 2008 to support a two week long charity clothing collection campaign in partnership with Cancer Research UK. The biennial campaign encourages people to clear out their wardrobes and donate their unwanted items to raise funds to help beat childhood cancers.
Cunning used the campaign’s distinctive wardrobe icon to maximise awareness across the country, while bringing to life the campaign’s strapline ‘Charity begins in the wardrobe’.
A branded and customised 20ft trailer, carrying dozens of actual wardrobes through key cities across the UK, led Cunning’s activity. Supporting this were street theatre teams in Birmingham, Leeds, Manchester and Edinburgh creating improvised sketches that communicated the campaign’s key messages, as well as distributing leaflets.
Mai Fenton, Manager of Marketing at TK Maxx, said: “The campaign aimed to generate awareness of GiveGet 2008 and encourage people to participate. The activity was both entertaining and intriguing. Many onlookers would take pictures on their mobile phones which suggests we succeeded in creating a viral element to the campaign.”
“We are delighted to be TK Maxx’s first partner in brand experience, and now their agency of record,” says Fredda Hurwitz, Managing Director, Cunning. “On the back of this campaign and the success of the activity, we are looking to support TK Maxx in a number of other initiatives in the coming months.”
GiveGet is the UK’s longest-running clothing collection partnership. Launched in 2004, GiveGet has to date, raised the equivalent of more than £ 3.5 million for Cancer Research UK with each bag donated being worth up to £ 30 to the charity.
Ends
About TK Maxx
• TK Maxx is a designer and high street brands-for-less retailer implementing a unique ‘off-price’ concept which originated in the US. It sells designer and high street brands of womenswear, menswear, homeware, gifts and accessories at up to 60% less than the recommended retail price (RRP.)
• TK Maxx launched in the UK in 1994 and now has over 200 stores nationwide.
• Opportunistic buying and a no-frills operation means TK Maxx can pass huge savings onto the customer. A typical store has over 50,000 items in stock and receives 10,000 new pieces, styles and colours a week, which means stock is consistently fresh.
• Visit www.tkmaxx.com and sign up for the hot@rrivals newsletter to be the first to find out about the latest deliveries.
