TK Maxx calls in Talk and Lexis for charity appeal

TK Maxx has hired Talk PR to promote its biennial ‘GiveGet’ charity campaign in national media.

The discount retailer has also briefed Lexis PR to handle regional media for the programme, which is run in association with Cancer Research UK.

GiveGet encourages TK Maxx customers to donate second-hand clothing and household items through bags distributed in-store. The contents are then sold in Cancer Research UK shops.

The next campaign, which runs from 23 February to 9 March 2008, has the strap­line ‘Spring clean your wardrobe and raise money for Cancer Research UK’.

Talk PR will focus on securing high-end fashion coverage in glossy magazines, national newspapers and supplements, as well as on TV, radio and online.

Lexis PR will seek coverage in regional media.

The accounts were awarded after a competitive pitch.

TK Maxx usually runs its PR in-house, although in previous years it has used undisclosed agencies to work on GiveGet.

Last year, GiveGet was fronted by model Rachel Hunter, and in 2004 by Jerry Hall. However, TK Maxx manager of communications Helen Gunter said: ‘We decided next year’s campaign required a fresh approach, hence the campaign is not using a model this year.’

The 2006 campaign generated £2.5m worth of donated clothes and household items, a target TK Maxx wants to beat this year. The average value of each donated bag is £30.

TK Maxx has more than 200 stores nationwide.

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