Marshalls Taps Comedy Duo for Holiday Push, Eyes Younger, Engaged Shoppers

Toronto, ON – November 13, 2025 – Retailer Marshalls is shaking up its holiday marketing strategy with a partnership with celebrated comedy duo Bowen Yang and Matt Rogers. The move signals a deliberate effort to attract a younger, digitally engaged demographic increasingly influenced by authentic brand experiences and influencer-led recommendations.

While Marshalls has long been a go-to destination for value-conscious shoppers, the collaboration with Yang and Rogers – hosts of the popular podcast “Las Culturistas” and prominent figures in the comedy scene – represents a strategic pivot towards cultural relevance and a more personalized shopping experience. The partnership, announced earlier this week, will see the duo featured in Marshalls' holiday campaign, including digital content, social media activations, and potentially in-store appearances.

“This isn’t just about slapping a celebrity face on a campaign,” explained a marketing consultant familiar with the partnership. “Marshalls recognizes the power of authenticity and the growing influence of niche communities. Yang and Rogers have built a loyal following by being genuinely themselves and fostering a sense of community. That aligns perfectly with what today’s consumers are looking for.”

A Shift in Marketing Strategy

For Marshalls, part of the TJX Companies, Inc. (which also owns TJ Maxx and HomeGoods), the move represents a nuanced shift from traditional mass-market advertising to a more targeted, culturally-driven approach. While the company continues to emphasize its core value proposition – providing designer and brand-name goods at significant discounts – it’s also increasingly focused on building emotional connections with consumers and differentiating itself from competitors.

“They’ve done a great job of being the treasure hunt destination for years,” said a retail analyst. “But they need to do more than just offer good deals. They need to become a brand people connect with. That means understanding what resonates with different audiences and tailoring their messaging accordingly.”

The partnership with Yang and Rogers appears to be a direct response to this need. The duo’s podcast, “Las Culturistas,” has cultivated a dedicated following – often referred to as “Readers” and “Kayteighs” – characterized by its witty banter, insightful pop culture commentary, and open exploration of personal experiences. This audience, known for its engagement and loyalty, presents a valuable opportunity for Marshalls to expand its reach and build brand affinity.

Leveraging Influencer Marketing

Influencer marketing has become increasingly important in Canada, with spending in the sector projected to exceed $1.3 billion in 2025. Consumers are increasingly turning to social media and online communities for product recommendations, and authenticity is a key driver of trust. A recent survey found that over 62% of Canadian social media users trust an influencer's post more than traditional advertising, and that this trust is particularly high among younger demographics.

“The appeal of Yang and Rogers isn’t just their celebrity status, it’s their credibility,” explained a social media strategist. “They’re seen as authentic and relatable, and their audience genuinely values their opinions. That’s a powerful combination for a brand looking to connect with consumers on a deeper level.”

The partnership aligns with a broader trend towards micro- and mid-tier influencers, who often have smaller but more engaged audiences. While celebrity endorsements can generate buzz, these influencers are often more effective at driving conversions and building long-term relationships with consumers.

Targeting a Key Demographic

Marshalls' core customer base has traditionally skewed towards women aged 25-54. However, the company is increasingly focused on attracting younger shoppers, particularly those aged 18-25, who are digital natives and highly influenced by social media. This demographic is also more likely to prioritize authenticity and seek out brands that align with their values.

“They know they need to broaden their appeal,” said a marketing executive familiar with the retail sector. “Younger shoppers are less loyal to traditional brands and more likely to switch to companies that resonate with their lifestyle. Marshalls needs to show them that they’re more than just a discount retailer.”

The partnership with Yang and Rogers is seen as a strategic move to attract this key demographic. The duo’s comedic style and pop culture sensibilities are likely to resonate with younger shoppers, and their engaged social media following provides a valuable platform for reaching this audience.

Beyond the Campaign: A Long-Term Strategy?

While the initial focus of the partnership is the holiday campaign, there’s speculation that Marshalls may be looking to build a longer-term relationship with Yang and Rogers. Some analysts suggest that the duo could become brand ambassadors, appearing in future marketing campaigns and potentially collaborating on product development.

“This could be more than just a one-off holiday promotion,” said a retail consultant. “Marshalls is likely to be monitoring the results of this campaign closely. If it’s successful, they could look to expand the partnership and leverage Yang and Rogers’ influence to reach a wider audience.”

The move represents a significant shift in marketing strategy for Marshalls, and the company’s success will likely depend on its ability to authentically connect with a younger, digitally engaged audience. The partnership with Yang and Rogers is a bold move, but one that could pay off handsomely if executed effectively. The retailer hopes to translate the duo’s comedic appeal and authentic connection with their fans into increased brand awareness, customer loyalty, and ultimately, sales during the crucial holiday season and beyond.