JC Penney is perceived as old. The only old person young people like is their grandma.

Solution? Present JC Penney as the target's grandma.

This light-hearted approach allows JC Penney to go after a younger demographic without pretending to be something they're not.

Art Director: Alex Belgrave

Tag: Visit Grandma Penney

Print #1

Print #1

Print #2

Print #2

Print #3

Print #3

Billboard #1

Billboard #1

Billboard #2

Billboard #2

Subway ad

Subway ad

Taxi Cab Ad

Taxi Cab Ad

In-store decals on dressing room mirrors.

In-store decals on dressing room mirrors.

We'll send $20 coupons by mail that look like letters and checks from Grandma.  Copy: "Honey, It's Grandma Penney. Why haven't you visited? I saw on The Facebook you had last weekend off? Here's twenty dollars. Is this enough to get you here? --Grandma."

We'll send $20 coupons by mail that look like letters and checks from Grandma. 

Copy: "Honey, It's Grandma Penney. Why haven't you visited? I saw on The Facebook you had last weekend off? Here's twenty dollars. Is this enough to get you here? --Grandma."