JCPenney has unveiled its ‘Back-to-It’ campaign, a refreshed take on back-to-school marketing that expands the seasonal narrative beyond students to include parents and individuals seeking a personal style reset. Rooted in the brand’s ongoing ‘Yes, JCPenney’ platform, the campaign celebrates everyday moments of confidence and self-expression through accessible fashion.

Rather than focusing solely on school hallways, Back-to-It embraces the broader routines that define fall—school drop-offs, morning commutes, and daily transitions—positioning JCPenney as a style partner for the entire household. Two new commercials continue the brand’s signature “We’ve got the receipts” approach, spotlighting value-driven purchases with relatable storytelling.

In ‘Drop Off,’ a $’200 outfit—secured for just $60—becomes a stylish win for a mom reclaiming her morning moment. In ‘Morning Routine,’ a $64 head-to-toe look ensures a child is dressed on time and confidently. Overall, the campaign reinforces JCPenney’s role in delivering fashion-forward, budget-friendly choices for families navigating life’s everyday returns.

Image Credit: JCPenney