• Reuters, Wednesday, February 14, 2007 10 AM

J.C. Penney Co. has launched a new marketing campaign that mixes the mid-tier department store's name-brand merchandise with celebrities, including singer Jewel and actress Andie MacDowell.

The new effort, with the tagline "Every Day Matters," builds on the retailer's attempt to convince shoppers that it has become a stylish outfit stocked with fashionable merchandise. "We're bringing a fresh new look to our customers," says Chris Madden, who designs home goods for the retailer.

The ads, which will focus on selling an "experience" rather than just merchandise, will premiere during the Academy Awards broadcast. "It's the Super Bowl for our customers," says J.C. Penney CEO Myron Ullman, comparing the telecast, heavily watched by women, to the biggest single U.S. sporting event of the year.

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