Burlington is launching its holiday campaign, titled “House of Burl Holiday,” marking the second installment of the retailer’s brand platform developed alongside its creative agency, Tombras. The national off-price retailer is positioning the campaign to highlight the intersection of fashion and value, focusing on the freedom of self-expression during the busy holiday shopping season.
The campaign centers on a 30-second hero film that depicts a high-energy, stylized holiday party. According to the brand, the creative direction aims to illustrate how shoppers can curate standout holiday looks while maintaining enough budget to cover their gift lists. The spot is set to a remix of Donna Summer’s “I Feel Love,” produced by Mr. Belt & Wezol, and features cameos from Love Island personalities Kaylor Martin and Amaya Espinal.
Expanding the House of Burl Platform
The “House of Burl Holiday” initiative serves as a continuation of the brand’s efforts to appeal to younger, style-conscious consumers. By emphasizing an ever-changing inventory of brands and unexpected finds, the retailer intends to encourage shoppers to experiment with their personal style. This strategy is part of a broader shift in the company’s marketing, aiming to frame the store as a destination for both fashion and budget-conscious gift-giving.
“This holiday season, we’re celebrating self-expression, gift-giving and great style,” said Chris Miller, executive vice president, chief marketing officer at Burlington. “With House of Burl Holiday, we’re showing shoppers how easy it can be to gift thoughtfully and dress for any occasion, at prices that leave room for everything else on their lists.”
For influencer Kaylor Martin, the collaboration carries a personal significance. “I grew up shopping at Burlington in Pittsburgh, so being part of this campaign is such a full-circle moment for me,” Martin said. “It’s really special to work with a brand that I have such a personal connection to and that’s been part of my life long before any of this.”
Tombras Designs House of Burl Holiday Campaign
The creative team at Tombras designed the “House of Burl Holiday” to capture a sense of scale and celebration. “For the holidays, we wanted to turn up the volume and show what happens when great fashion, incredible finds, and a little extra spending power come together,” said Ashley Davis Marshall, Chief Creative Officer at Tombras. “The result is a larger-than-life holiday party that’s as bold, expressive and full of possibility as the people we’re celebrating.”
The campaign is scheduled to run across several channels, including national broadcast television, streaming platforms, paid media, and social networks. The rollout began in early November, targeting consumers looking for varied fashion options throughout the holiday season.
Burlington’s advertising strategy relies on maintaining a consistent, fashion-forward image to differentiate itself within the off-price retail sector. As the holiday shopping window progresses, the retailer plans to continue utilizing this platform to maintain visibility across its national footprint. The company continues to monitor consumer engagement with the new brand messaging as the season reaches its peak.
