TJ HUGHES
Quite simply, in a tough market TJ Hughes needed to be talk of the town. Up against Tesco who’d signed Terry, Matalan who bagged Mel and M&S who’d clinched Myleen, our PR brief was a mission impossible. Or so it seemed.
Rather than copping out with an “if you can’t beat ‘em, join ‘em” sigh of resignation, the TJs team were persuaded to take a pop at their high street competitors, signing Wayne Rooney’s brother and Robbie Williams’ dad amongst others, to tell customers that if they’d used real celebs, TJs couldn’t offer the bargains they did.
It was our job to get A-List coverage for these Z- List stars. So, we devised a PR strategy that would get word on the (high) street ASAP. We hit gold – getting multiple mentions on the Chris Moyles Show, The Sun, Heat, Closer, The News of the World, The Mirror, The Sunday Times, Radio 2, LBC, Granada and 15 regional dailies. We had people shouting about TJs from the roof tops – and we had a whole new customer group trying TJs for the first time. Mission accomplished – and much, much more.
More examples of our TJ Hughes work
> click on the player below to listen to Chris Moyles talking about our TJ Hughes campaign on Radio 1: