AGENCY

Edelman

TAGLINE

Get in Maxxinista, we’re going shopping!

CAMPAIGN

Experiential / Earned / Social

Every Maxxinista knows no two TJ Maxx stores are the same. That’s why the brand’s biggest fans Maxx-hop, visiting multiple stores in a single day. For the holidays, we turned that shopping ritual into the ultimate road trip.

We partnered with West Coast Customs (remember Pimp My Ride?) to transform a double-decker bus into the Maxxinista Express—a rolling holiday experience that brought TJ Maxx fandom to life.
1 bus. 3 states. 3 cities. 90 Maxxinistas.

The Maxxinista Express wasn’t an influencer trip—it was a fan trip. Through a nationwide contest, real Maxxinistas joined lifelong Maxxinista Janel Parrish, making the community the face of the campaign. It inspired 851 pieces of UGC, exceeded earned media goals by 118%, and increased brand love among prospective shoppers—proving Maxx-hopping is more than a habit, it’s a movement.