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JCPenney Launches "Really Big Deal" Campaign with Celebrity Partners

Author

Slice of Retail Team
September 16, 2024

Key Highlights:

  • JCPenney launches a 16-week “Really Big Deal” campaign during football season on Prime Video.

  • Celebrity partners include Shaquille O'Neal, Martha Stewart, Gabrielle Union, and Walker Hayes.

  • Exclusive weekly deals, available online and in stores, featuring fashion, home goods, and more.

  • Campaign supported by 360-degree marketing efforts, including TV spots, social media, and in-store promotions.

Notable Quotes:

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“Football season is a time for family and friends, teamwork and celebration, and we’re excited to bring that same spirit to our customers with these Really Big Deal reveals.”

Michelle Wlazlo, Chief Merchandising and Supply Chain Officer at JCPenney
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“Last season, JCPenney sponsored the post-game show and saw significant increases in consideration, awareness, and positive sentiment.”

Carl Byrd, Vice President of Creative and Brand Synergy at JCPenney

Our Take:

JCPenney’s strategic decision to partner with Prime Video during football season and align with high-profile celebrities is a smart move to boost brand visibility and drive consumer engagement. By blending entertainment with shopping incentives, JCPenney positions itself as a key player in the retail space during the holiday season. The involvement of relatable stars like Shaquille O'Neal and Martha Stewart will resonate with a broad demographic, further enhancing the campaign’s appeal.