A “Saturday Night Live” star is helping The J.C. Penney Co. Inc. launch its new “Shopping is Back” promotion.
The department store retailer is celebrating its 120th birthday (the company was officially founded on 14 April 1902) with the new integrated campaign, which includes an in-store and online brand refresh, a special sales promotion of 30 per cent off storewide plus for loyalty program members, and an extra $10 bonus reward for every $50 spent through Tuesday 12 April.
In addition, the campaign will feature a series of advertising spots featuring comedian and “Saturday Night Live” cast member Melissa Villaseñor as shopper “Penny James.” The James character is seen throughout video and graphics promoting the retailer’s products and services, with the tagline “Shopping is Back!” The first video spot is currently airing.
There will also be a series of nationwide live events, the “J.C. Penney Cross-Country ‘Shopping is Back!’ Tour.” Each stop on the tour will offer a block party-style celebration with local food vendors, games, music and giveaways.
“The J.C. Penney brand holds an incredibly special place in millions of Americans’ closets, homes and memories. We celebrate this legacy while showing a reinvigorated J.C. Penney brand that expresses our energy and optimism, which we want customers to experience with us,” said Bill Cunningham, VP, Marketing, J.C. Penney. “J.C. Penney is transforming itself with innovation and imagination and is ready to get back to connecting with our customers through shopping.”
