• by Sarah Mahoney , 3 hours ago

Everyone loves to hear, “You shouldn’t have!” when handing out a holiday gift. But JCPenney’s new campaign promises to save shoppers so much money, all those recipients will think you went overboard. Themed “It’s What They Thought That Counts,” the ads focus on the secret thrill of spending less than people think you did.

Set to break this week, the spots highlight different scenarios in which consumers can achieve that knowing moment of “they’ll never guess what I really paid.” The campaign is running on TV and social media.

In a webcast for media, Catalyst Brands Chief Customer and Marketing Officer Marisa Thalberg said the work deliberately breaks from the typical retail holiday noise. “A lot of brands, especially retail brands, try to compete this time of year in a battle of who can yell the loudest,” she said. “We want people to actually feel something — a sense of connection, of feeling smart with us.”

Thalberg and JCPenney Brand CEO Michelle Wlazlo detailed the store’s seasonal assortment and noted gains from the retailer’s 15-month transformation plan. Those include double-digit growth in beauty and increased customer trip frequency. They also reported higher consideration among Gen Z and millennials, a key metric as the company works to shake off a long period of declining sales and a dowdy reputation.

The new campaign fits neatly into the “Yes, JCPenney” platform introduced earlier this year. “As a marketer, I believe you don’t have to do completely matching luggage in the storytelling, but it all has to feel related,” Thalberg said. “There’s a narrative and a strategic through-line to all of it, which is waking people up to the possibilities.”

She adds there’s a certain chip — both on her shoulder and in the tone of the new ads. “We’ve been underestimated. And sometimes our customers have been underestimated too. They want fashion, brands and quality, but in a way that is affordable. This continues to tell the story in fresh, original ways.”

The retailer is also doubling down on gamified promotions, with “Golden Totes,” weekly “Really Big Deals” during Thursday Night Football on Amazon Prime, and giveaways tied to its “We’ve Got the Receipts” meme. Shoppers can upload receipts for a chance to win tickets to iHeartRadio’s Jingle Ball concerts, gift cards and autographed merchandise.

The holiday work builds on the retailer’s “Yes, JCPenney” repositioning and a year of headline-grabbing collaborations with Ashley Graham, Rebecca Minkoff and Martha Stewart — part of an ongoing push to shed its outdated image and reassert itself as a destination for affordable fashion, home and beauty.