JCPenney Drives Brand Momentum with New ‘Back-to-It’ Ad Campaign

JCPenney has rolled out its Back-to-It campaign, strengthening its ongoing brand marketing strategy with fresh seasonal outreach. This latest effort features two new video spots airing across cable TV and Hispanic broadcast networks, aiming to engage consumers beyond traditional back-to-school promotions.

The campaign was developed by Mischief, with media planning by DentsuX. It spans premium audio, social, and video channels, including placements on popular podcasts like “Armchair Expert” and “Good Hang.” A TikTok Branded Mission activation also invites users to create personal “Back-to-It” stories, further expanding its digital footprint.

By leveraging the momentum of its April-launched “Yes, JCPenney” positioning, the brand now targets all consumers, especially families looking to refresh their wardrobes. Notably, the campaign retains its “We’ve got the receipts” tagline, reinforcing value-driven messaging.

One of the 15-second spots, titled “Drop Off,” highlights a $60 outfit originally priced at $200, giving moms a stylish school drop-off moment. Another 30-second ad, “Morning Routine,” features a back-to-school look worth $120, purchased for $64, helping parents prepare kids on time.

JCPenney ensures the Back-to-It campaign reaches shoppers across multiple touchpoints, from traditional TV to high-impact digital formats. Ads on well-followed audio platforms broaden visibility among mobile audiences. Meanwhile, the TikTok campaign allows younger users to participate in a viral challenge while exploring affordable fashion.

According to Marisa Thalberg, CMO of parent company Catalyst Brands, the “Yes, JCPenney” initiative signifies a pivot from outdated retail strategies. As part of this shift, the brand also revived the Really Big Deals campaign through a partnership with Jimmy Kimmel Live! and Kimmelot.

Initial results show strong performance. Placer.ai reported increased in-store traffic especially from younger, single demographics. Moreover, YouGov BrandIndex tracking noted improved ad awareness. These trends suggest that the Back-to-It initiative could drive long-term brand engagement.

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News Source: Marketingdive.com/