TK Maxx to make white Christmas a reality for handful of lucky customers

Discount retailer TK Maxx has launched its Christmas campaign, which includes a film narrated by actor Bill Nighy and a competition that will see a handful of lucky customers win a snowy Christmas experience.

Customers who find a TK Maxx snow globe will win a white Christmas experience
Customers who find a TK Maxx snow globe will win a white Christmas experience

The short film, posted on YouTube on Friday (10 November), follows the story of a granddad giving gifts to his family, including a snow globe for his granddaughter that doubles up as a wintry prize. 

It was created by advertising agency Wieden+Kennedy London, which was also responsible for Sainsbury's 2017 Christmas campaign. 

Ogilvy PR handles comms for the campaign, which includes a white Christmas experience offered to customers who discover special snow globes hidden throughout TK Maxx stores.

In the UK and Ireland, snow globes will be scattered throughout stores from 17 November, with a second film released on 13 December documenting one winner's experience, which involves having their house and garden covered in snow. 

Deborah Dolce, group brand and marketing director at TK Maxx, said: "Our aim was to do something much more exciting than just the traditional Christmas TV ad. We wanted to create a real and magical experience for our shoppers, which is great fun and one in which everyone has a chance to participate. [It's] a snowy version of a golden ticket."


Read next: The best parodies of John Lewis' #MozTheMonster Christmas campaign

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