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."