JCPenney Proclaims “Shopping is Back!” in New Campaign as it Celebrates 120 Years as an Iconic American Brand


Introducing comic Melissa Villaseñor as Penny James, a style-loving,
property-decorating, pink eyeglasses-putting on JCPenney superfan

LEWISVILLE, Texas, April 04, 2022–(Enterprise WIRE)–JCPenney — the searching vacation spot for assorted, doing the job American people — reveals now the “Searching is Back again!” brand marketing campaign.

This press release options multimedia. Check out the total launch here:

JCPenney reveals its new “Shopping is Again!” brand name campaign. (Image: Enterprise Wire)

The built-in campaign includes a refreshing manufacturer search in retailers and on the web a celebration of procuring and the Company’s 120th birthday with a distinctive product sales marketing of 30% off storewide in addition for our reward associates, an additional $10 reward reward for each and every $50 expended now by April 12 a series of promoting places that includes Melissa Villaseñor as the fabulously special and confident Penny James and the JCPenney Cross-Place “Browsing is Again!” Tour, that brings the party to households and communities across the U.S.

“The JCPenney brand name retains an incredibly distinctive location in hundreds of thousands of Americans’ closets, houses and recollections. We celebrate this legacy when demonstrating a reinvigorated JCPenney manufacturer that expresses our strength and optimism, which we want buyers to practical experience with us,” explained Invoice Cunningham, vice president, Marketing. “JCPenney is reworking by itself with innovation and imagination and is ready to get back again to connecting with our buyers through shopping.”

“Shopping is Again!” and Below to Stay

Buyers are a lot more completely ready than ever to get again out there, to the destinations and persons that provide them contentment. JCPenney is foremost the charge to welcome men and women into retailers across America, where people can reconnect with all the motives they really like the procuring experience. At JCPenney areas and on the net, buyers will explore and find out merchandise for just about every minute massive and modest and know for sure that “Purchasing is Again!”

To carry to the campaign to lifetime, JCPenney is thrilled to introduce a recurring character named Penny James. Melissa Villaseñor, Television set and film comedian and current forged member of “Saturday Evening Are living,” transforms into Ms. James, the top All-In Browsing Fanatic who finds pleasure in each and every corner of JCPenney.

As a JCPenney superfan, Ms. James is noticed through video and graphics sharing all the good reasons to really like the JCPenney purchasing encounter, from modeling magnificent outfits, cozying up with house décor, stress-free with a hair remedy and design and style, and shopping for a pair of sassy, JCPenney-crimson prescription eyeglasses. She joyously declares, “Searching is Back again!”

“The character of Penny James is a playful tribute to our prospects and what they appreciate about JCPenney. Purchasing is back again, and it’s time for JCPenney to be daring and lively, just like Penny,” explained Carl Byrd, vice president, Artistic & Brand Synergy. “We uncovered a aspiration collaborator in Melissa, who graciously assisted bring this unforgettable and endearing representative of our model to daily life.”

Ms. James wishes JCPenney a happy 120th birthday in the very first movie place airing now.

120 Yrs Young

Due to the fact April 14, 1902, JCPenney has lived by The Golden Rule to deliver type and price to operating family members across the country. The Organization progressed with these people by redesigning buying activities, embracing style and cultural developments, and enriching exclusive traditions. Currently, JCPenney proudly brings back browsing as the only one particular-stop location furnishing assorted buyers with manner, high-quality, advantage and value no make a difference where by, when or how they want to shop.

“As we arrive at the 120-12 months milestone and step into a new period — for manner and our Organization — there is a ton of pleasure all-around JCPenney, which shines by in our campaign,” mentioned Cunningham. “‘Shopping is Again!’ lets us to spotlight our standout portfolio of private models, nationwide brands and partnerships, the inclusivity at the coronary heart of our Corporation and products assortments, and the do the job we’ve completed as a business enterprise to evolve as soon as again.”

Serving Up Style & Experiences Nationwide

JCPenney can take “Shopping is Again!” on the road with a tour crossing The united states. Just about every cease will offer you a block social gathering-design and style celebration with local meals distributors, online games, tunes and giveaways. People are invited to be a part of as the Organization pays tribute to the buyers it has served for generations and welcomes new ones with a celebration 120 many years in the building.

“We’re grateful for the tens of tens of millions of buyers who have shown their JCPenney appreciate and loyalty,” reported Cunningham. “There is no much more reliable way to thank them, our associates and the communities we provide than by creating experiences that tap into JCPenney recollections we cherish and making new ones, also.”

JCPenney and its associates will also team up with nonprofit partners in the communities the tour visits to assistance the Company’s philanthropic mission to assist close the possibility hole for underneath-resourced youth.

Catch the JCPenney Cross-Region “Searching is Again!” Tour as it will make its way coastline-to-coastline checking out stores setting up May perhaps 14 as a result of the summer months and again-to-faculty time:

  • Torrance, California – May possibly 14

  • Henderson, Nevada – Could 21

  • Lone Tree, Colorado – Might 28

  • El Paso, Texas – June 4

  • Frisco, Texas – June 11

  • Springfield, Missouri – June 18

  • Schaumburg, Illinois – July 2

  • Fort Wayne, Indiana – July 16

  • Louisville, Kentucky – July 23

  • Buford, Ga – July 30

  • Whitehall, Pennsylvania – August 6

  • Yard City, New York – August 13

Images and Assets

To obtain this launch and hi-res multimedia, please go to the JCPenney Newsroom.

About JCPenney

JCPenney is the procuring place for various, doing work American families. With inclusivity at its core, the Company’s item assortment satisfies customers’ every day needs and allows them commemorate each special celebration with design and style, excellent and value. JCPenney presents a broad portfolio of vogue, clothing, home, splendor and jewellery from nationwide and private manufacturers and offers own products and services which include salon, portrait and optical. The Business and its 50,000 associates around the globe serve shoppers wherever, when and how they want to store – from to far more than 650 shops in the U.S. and Puerto Rico.

In 2022, JCPenney celebrates 120 a long time as an iconic American model by continuing its legacy of connecting with customers by way of purchasing and neighborhood engagement. You should visit JCPenney’s Newsroom to find out far more and adhere to JCPenney on Fb, Instagram, Twitter and LinkedIn.

Watch supply variation on


Melissa Seekely, Corporate Communications Supervisor, JCPenney
[email protected]


Supply hyperlink