Most dated brands business will never admit their failings. JCPenney has been challenged by falling sales and a declining perception since 2016. But it is owning its failing in its comeback campaign by new agency, Mischief @ No Fixed Address. The campaign is built around the fact that people view the brand as stodgy. The campaign highlights the belief that JC Penney couldn’t possibly sell on-trend outfits as low prices.

The campaign, Yes, JCPenney, follows JCPenney research that discovered 83% of those invited to view the 2025 Spring/Summer show it were “surprised” to see fashionable outfits from the brand. Unbranded billboards and unexpected TVCs during the NBA playoffs and Jimmy Kimmel Live!, will lead the campaign accompanied by the return of the brand’s Really Big Deals discount promotion.

The intriguing billboards are visible at high-profile Times Square as well as in Brookfield and Simon malls throughout the US. The show models wearing KJC Penney clothes, with on indication of where they came from. To find out, viewers activate a QT code on the ads that links to the JCPenney site. The TVCs will run throughout the NBA playoffs on ESPN and ABC, as well as announce the return of the Really Big Deals on Jimmy Kimmel Live! The campaign is also running in social with “guess who” gift card giveaways.

 

 

 

 

 

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A post shared by JCPenney (@jcpenney)

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A post shared by Mischief @ NFA (@mischiefusa)

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A post shared by Mischief @ NFA (@mischiefusa)