ADAGE:

"TJ Maxx Shows the Fun in Female Empowerment with First Work from MullenLowe"

It was time to modernize this beloved retailer.

Our rebrand encouraged women to put a perfectly-accessorized middle-finger to the sky when it came to expectations, judgement, shame and guilt. Powered by the line, "You to the Maxx," T.J. Maxx’s new positioning championed the woman who is unapologetically herself—no holds barred, no permission needed. By crafting a bold, authentic brand voice and leveraging smart creator partnerships, we developed a vibrant, engaging brand that significantly boosted brand awareness, propelling TJX into the modern era.

💵 Stole $42 million in market share from competitors
♥️ +20% increase in social engagement
🤔 +56% increase in brand recall