One of Ellen DeGeneres's first jobs was at a JCPenney in Metairie, Louisiana in the 1970's. Ellen is having a bit of a homecoming with the announcement that she will be the department store's new Celebrity Endorser.
From the President of J. C. Penney Company, Inc., Michael Francis:
"Ellen DeGeneres is one of the most fun and vibrant people in entertainment today, with great warmth and a down-to-earth attitude. The millions who watch her on television and follow her through social media relate to her and trust what she has to say. Importantly, we share the same fundamental values as Ellen. At JCPenney, we couldn't think of a better partner to help us put the fun back into the retail experience. Moving forward, we'll be focused on being in sync with the rhythm of our customers' lives and operating in a 'Fair and Square' manner that is rooted in integrity, simplicity and respect. We're thrilled that she's joining our team to help convey the exciting transformation under way."
Because of her daytime talk show, Ellen is a celebrity with EVERYDAY relevance. Ellen is current, hip and truly identifiable with Middle America – exactly the type of person JCP needs to get back to square one and become a viable option for today's shoppers.
The only thing I don't love about this is JCP's new logo…Celebrity Pitch is predicting that will change soon.