Project Description


Branding, above-the-line advertising, direct mail, digital marketing, PR and social media.

Long-standing Oakbase client TJ Hughes is transforming itself with an ambitious store opening programme, marking a repositioning of the brand. TJ’s – The Discount Department Store – is more appealing and relevant than ever in post-recession Britain, but research showed a need to rebuild brand awareness and attract more younger customers to its ‘Biggest Brands – Biggest Savings’ offer.

This insight led us to build a new, distinctive, own-able, campaign-able positioning around ‘Giving TJ’s Customers That Savvy Feeling’ – that awesome buzz that comes from finding a genuinely amazing deal.