Pressured JC Penney Challenges Its Shoppers This Holiday
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It’s the most wonderful time of the yearor, for JC Penney, the most pressured. As the beleaguered Plano, Texas-based retailer gears up for the crucial holiday shopping season, it’s encouraging consumers to take the “JC Penney Holiday Challenge,” and discover how much can be saved by shopping at the brand’s 900 stores and website.
JC Penney used real-life consumers for the campaign. In one 30-second TV spot, a couple with a budget of $500 only ended up spending $297 on their holiday list.
“It’s authentic,” says Marci Grebstein, who joined as chief marketing officer and executive VP earlier this year. “You capture some of that reaction of the people where they see the unexpected newness or amazing values they wouldn’t expect.” Grebstein notes that she believes this is the first time that JC Penney has used real people and not actors in a campaign.
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