Discount department store, TJ Hughes, aims to be home of savvy shopping with new TV ad campaign


Liverpool-based discount department store TJ Hughes is set to become the home of savvy shopping with a new TV ad campaign.

Debuting last week, TJ’s Savvy campaign is the retailer’s first TV ad release in eight years – with a new strategic positioning that put “savvy buying” at the very heart of modern day TJ Hughes.

Its concept – and supporting brand proposition – positions “savvy buying” at the heart of modern day TJ Hughes.

It also celebrates the company’s heartland of big brands sold at up to 60% off RRP – tapping into today’s savvy shopping psyche with a proposition that is both relevant and appealing to TJ Hughes’ online and offline customers.

The 30 second commercial will run until December and covers ten of TJ Hughes’ 16 stores in its key retail regions of Granada and Tyne Tees.

The focus of the ad heroes TJ Hughes’ extensive product range and clear cut price promotions in the run up to the key Christmas retail period – all set amongst a modern retail environment.

Anil Juneja, managing director at TJ Hughes, says: “Working alongside our creative agency Oakbase, we developed the Savvy proposition to be a term we can own – in terms of our marketing as well as how we behave and how our customers feel when they shop with us.

“Growing the TJ’s brand is our priority and our new Savvy proposition gives us the chance to stand out in the highly competitive discount retail sector – supported by some of the best agency talent to provide us with a fresh perspective.”

The concept of the ad – and supporting brand proposition – were created by Cheshire-based Oakbase, produced by Manchester’s The Gate and filmed at the retailer’s recently opened Bury store.

The Savvy proposition and creative has been adopted by all other TJ’s channels – from press and radio through to in-store point of sale, social media and the web.

TJ Hughes has worked with Oakbase for 20 years.