TK Maxx brings festivities to the farm yard

The Christmas campaign showcases the range of festive gifts available for both family and animals

Georgie Moreton

Deputy Editor, BITE Creativebrief


TK Maxx brings fashion and festivities to the farm yard in its new Christmas campaign. ‘Festive Farm’ sees both humans and animals decked out in fashionable TK Maxx gear, showcasing the array of products and gifts available at the retailer this season.

The light-hearted campaign has been created with the help of Wieden + Kennedy London, and features fashionable farm animals strutting through the yard to the iconic R&B classic, Let Me Blow Ya Mind by Eve and Gwen Stefani.

The fun-filled spot opens with an idyllic farmyard scene. As the iconic track kicks in, first out the barn, audiences are met with a stylish alpaca, dressed in a festive green roll-neck sweater complete with cross body bag. The alpaca is closely followed by a pair of ducks accessorised with silk scarfs, Harry Styles-inspired pearls and pink fluffy slippers. The next animal in the Christmas fashion show is a tiny hedgehog wearing a wooly bobble hat as a whole outfit. The animal gang is complete with TK Maxx’s iconic ‘lil goat’ who audiences may remember from the retailer's 2020 campaign. Lil goat is dressed to the nines in a hat, jacket and silk scarf.

The humorous spot ends with a farmer asking; ‘Jean, did you buy all the farm designer outfits?’, but reassured by Jean that she managed to keep things small. The film ends with the closing line: ‘Spoil all your loved ones for less.’

Within the ad, eagle eyed viewers will be able to spot TK Maxx's festive Christmas Bear in the hands of the couple's young granddaughter. The Bear is part of TK Maxx's range of 2023 Christmas charity gifts, which support the Prince's Trust on its mission to help transform the lives of young people across the UK

The campaign film was directed by Ulf Johansson (Smith and Jones Films) and will be rolled out across multiple markets. The retailer operates in over 630 stores and 3 e-commerce sites across the UK, Ireland, Germany, Poland, the Netherlands, and Austria, with a primary focus on awareness-building channels. The campaign will stretch across TV, video on demand, cinema, online video, along with various out of home advertising spots

Amidst the cost of living crisis, the campaign champions value by showcasing the vast array of products available at TK Maxx while reassuring audiences they can still ‘keep it small’ on cost

“We know people want to show friends and family they care with beautiful, quality gifts, but we also know most of us are still watching our finances carefully.” says Deborah Dolce, Group Director, TJX Europe. “Our brilliant buyers have worked tirelessly this year to source our best ever collection of branded presents, from elegantly boxed candles and the latest beauty and toy bargains to the finest Italian handbags. There’s something for everyone all under one roof.”

Through humour and fun, the campaign brings Christmas joy to audiences while enabling a Christmas underpinned by value.

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