Marshalls unveils new brand campaign from Wieden+Kennedy

Agency's London office is now retailer's AOR; has done notable work for sibling brand TK Maxx

Published On
Aug 15, 2022

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Marshalls, the U.S. discount retailer, this week reveals a new brand positioning, having tapped the London office of Wieden+Kennedy as its new agency of record.

The integrated campaign, which comes amid the cost of living crisis and looming recession, launches with a TV spot that underlines the off-price chain's value for money proposition. It's themed around the retailer's experienced team of buyers who "hustle" to get customers the best value deals. We see the buyers traveling the world in the manner of a well-dressed superhero squad, negotiating over products from handbags to bone china. The campaign introduces a new tagline, "Get the good stuff."

Although Marshalls is a U.S.-only retailer, W+K London was awarded the work out of its existing relationship with TJX Companies; the agency has created several memorably quirky campaigns for TJX-owned U.K. retailer TK Maxx, including this year's Christmas ad featuring a super-powered school concert and its 2020 spot featuring a dancing goat.

The new Marshalls campaign, with its vivid colors and stylized look, has echoes of those, although less of the quirkiness. It was directed by Keith Schofield via Caviar London, while Mindshare New York and Edelman handled media and PR. As well as TV, the campaign will also feature paid and organic social, and partnerships in linear TV and gaming, as well as in-store, site, and email content.

Marshalls has previously worked with Leo Burnett. A spokesperson confirmed Wieden+Kennedy London is its new AOR but declined comment on whether there was a competitive pitch for the work. 

"We are thrilled to bring to life this new campaign which shows how Marshalls buyers hustle on behalf of our customers and find them incredible deals on high quality, brand name merchandise, every single day,” said Victoria Shonkoff, vice president of Marshalls marketing, in a statement. “Wieden+Kennedy’s work is a great depiction of the amazing values customers can find in our stores and online, that feels more relevant than ever.”

"Finding a brand's truth, and kicking it into overdrive, is what we're all about," added Hannah Smit and Paddy Treacy, creative directors at Wieden+Kennedy London, in a joint statement. "So, when we struck on the idea of showcasing Marshalls from the buyers’ point of view, we knew we had something great."

 

Credits

Date
Aug 15, 2022
Client :
Marshalls
Agency :
Wieden & Kennedy-London
Director :
Keith Schofield
Production Company :
Caviar
Creative Director :
Hannah Smit
Creative Director :
Paddy Treacy
Creative :
Heather Ryder
Creative :
Susan Land
Executive Creative Director :
Susan Hoffman
Group Account Director :
Hannah Gourevitch
Account Director :
Laura Simmons
Account Director :
Farai Dube
Account Manager :
Alex Williamson
Account Executive :
Paullomi Khamar
Chief Strategy Officer :
Dan Hill
Chief Strategy Officer :
Michael Hines
Planner :
Selina Khu
Comms Planning Director :
Anjali Patel
TV Producer :
James Laughton
Business Affairs :
Alex Coomer
Director :
Keith Schofield
Executive Producer :
Nisha Mullea
Producer :
Stephan Mohammed
Production Company Producer :
Kwok Yau
Production Supervisor :
Laura Peszynski
Production Manager :
Mike Carr
Director of Photography :
Igor Jadue-Lillo
Production Designer :
Richard Lassalle
Wardrobe Stylist :
Alexis Goldsmith
Editorial Company :
Cut & Run New York
Editor :
Robert Ryang
Edit Producer :
Brooke Rhoden
VFX Company :
Time Based Arts
VFX Producer :
Jo Gutteridge
VFX Producer :
Sarah Polak
VFX Supervisor :
Ollie Ramsey
Colorist :
Lewis Crossfield
Sound Company :
750 MPH
Sound Designer :
Sam Ashwell
Sound Designer :
Jake Ashwell
Sound Producer :
Olivia Ray

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