Burlington is giving shoppers another reason to visit its stores this holiday season.
The retailer launched the second installment of its House of Burl brand platform with creative agency of record Tombras.
Titled "House of Burl Holiday," the campaign takes audiences through a lavish holiday party.
A 30-second hero film features Love Island USA personalities Kaylor Martin and Amaya Espinal.
Influencer cameos and a remix of Donna Summer's "I Feel Love" also add to the ambiance.
The campaign follows House of Burl's September debut and gives Tombras another opportunity to establish Burlington's fashion-focused identity.
The brand strategy expands the off-price retailer's physical footprint. Burlington plans to exceed 1,500 stores by the end of 2028.
"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," Chris Miller, Burlington's executive VP and CMO, said in a press release.
The campaign will run across national streaming, broadcast TV, paid media, and social beginning in early November.
Its timing puts the brand platform to work during one of retail's biggest store-traffic periods.
Martin, Espinal Host House of Burl Holiday Party
The film opens up Burlington's House of Burl world for the holiday season.
Guests arrive dressed for a party where fashion, music, and gift-giving share the spotlight.
Martin and Espinal give the campaign recognizable social-media personalities.
Martin also brings a personal connection to the retailer. She said she grew up shopping at Burlington in Pittsburgh.
"Coming from a small town, I never could have imagined opportunities like this."
"I hope it reminds other girls from similar backgrounds that big things are possible," said Martin.
The soundtrack adds another familiar element. Dutch DJ duo Mr. Belt & Wezol remixed Donna Summer's "I Feel Love" for the spot.
Ashley Davis Marshall, CCO at Tombras, said they wanted to show "what happens when great fashion, incredible finds, and a little extra spending power come together."
The campaign extends the platform's original focus on individuality into a seasonal retail occasion.
Burlington uses Tombras' creative leadership to give its value proposition a more recognizable brand identity.
Burlington's 1,287 Stores Set the Growth Context
Burlington is expanding its physical reach while competing for shoppers who have plenty of discount retail options.
The retailer operated 1,287 stores across the U.S. and Puerto Rico as of Aug. 1, 2026.
It plans to exceed 1,500 locations by the end of 2028, adding at least 110 stores annually in 2027 and 2028.
Burlington also reported $3 billion in quarterly net sales, up 11% year over year. Its comparable-store sales increased 2%.
It also offers merchandise at up to 60% off other retailers' prices.
This discount proposition gives the ad campaign a concrete selling point during the holiday shopping season.
Brands and agencies developing a retail marketing strategy can take three lessons from Burlington's account:
Give Seasonal Campaigns a Consistent Brand Platform
Brands should use recurring campaign platforms to establish recognizable positioning across major shopping periods.
Burlington launched House of Burl in September before introducing its holiday installment in November.
Make Value Part of the Creative Proposition
Agencies should connect a retailer's price advantage with the lifestyle benefits shoppers can get from spending less.
Burlington advertises merchandise at up to 60% off other retailers' prices, while Dollar Tree says 85% of its offerings cost $2 or less.
Match Agency Scope to Retail Growth Goals
Brands should give creative AORs a clear business objective so campaign development supports measurable commercial priorities.
Dollar Tree appointed Tombras as its first creative AOR in August 2026, with a brief to increase store traffic and customer frequency.
Tombras' work puts the agency in two discount retail accounts where brand identity and store traffic are central marketing priorities.
Our Take: Can One Agency Own Two Discount Brands?
Tombras has an opportunity to establish two distinct brand identities across discount retail.
The agency now handles creative AOR responsibilities for Burlington and Dollar Tree.
The distinction matters because the retailers sell value through different propositions.
Burlington emphasizes branded fashion and personal style. Dollar Tree competes on low prices and everyday convenience.
The risk is creative overlap. Similar visual language or campaign concepts could make the retailers' identities harder to distinguish.
Tombras needs separate creative territories for each account.
This is a useful test of how independent agencies manage competing client accounts.
Winning multiple clients in one category creates growth opportunities, but each brand still needs its own recognizable voice.
Looking to establish a stronger retail identity through seasonal campaigns?
Explore these top retail advertising agencies to find a creative partner for your next campaign.
