the maxxinista
express
Get in Maxxinista, we're going shopping!
Maxxinistas love to Maxx-hop, hitting multiple stores in one day because no two TJ Maxxes carry the same inventory.
So for the holidays, we did what any reasonable brand celebrating its superfans would do: we built them a bus.
The Maxxinista Express. A double-decker bus customized by West Coast Customs (oh yes, the MTV people) featuring festive décor, custom IYKYK details, exclusive swag, snacks, games, and a fireplace. On. A. Bus.
Over three weekends in December 2025, 90 superfans climbed aboard to dash through the stores across LA, Dallas, and Miami. Three stores per city. Each stop packed with TJ Maxx trivia, shopping challenges, and surprises celebrating the gifting haul.
And we’re hitting the road again for Mother's Day.
the results:
261.9M earned impressions (+118% vs. benchmark)
20.6M social impressions (+106% vs. benchmark)
851 pieces of UGC, 4.3M views
354 comments asking us to roll into their city
90 Maxxinistas living their absolute best life
brought to life by a team of professional maxxinistas:
agency: Edelman
cds: Victoria Probert, Sanay Lemus
sr cw/acd/games coordinator: Laura Walsh
sr ad/acd/snack master: Abbey Roam
design: Graham Robson
production: Scott Siegel, Natalia Lens
production partners: West Coast Customs
photographer: Zoe Rain
the photos
the videos
