JCPenney. Monthly Love.
Heritage with a makeover.
While the retailer’s 2011 sink-or-swim reinvention included an aggressive new pricing strategy (since proven unproductive) we knew customers were feeling demands on their paychecks and wanted the comfort of known qualities. The “monthly love” campaign was a nod to Norman Rockwell’s Saturday Evening Post covers; celebrating JCPenney’s heritage as a good store with good value through meaningful, nostalgic everyday moments that were in lock step with consumers' lives.