Contrasting the surrounding skyscrapers and traffic-laden streets, a J.C. Penney launch remade a small patch of Times Square into an orange grove. Held August 21 and 22, the whimsical public promotion from the retailer introduced the Joe Fresh Kids collection, matching Joe Fresh's signature hue to the crates of fresh oranges, potted fruit trees, and popsicles that filled the pedestrian plaza between 46th and 47th Streets. Produced by MKG, the activation included a truck for visitors to purchase items, a photo vignette that projected images onto a digital billboard, games, and freshly squeezed orange juice.
"Our goal was to create an interactive, refreshing experience where families could gather to spend quality time together before kids go back to school—developing multiple activations that appeal to all ages as well as product displays and shopping elements that drive retail," said a J.C. Penney spokesperson. "As opposed to pop-up shops we've done in the past, using a truck to anchor the space and serve as a point of sale allowed us to take to the streets in the days leading up to the orange grove to generate awareness distributing giveaways and treats that drove people back to the orange grove and J.C. Penney stores."
The event also had a charitable component connecting the promotion to the retailer's J.C.P. Cares program that this month is supporting Adopt a Classroom. Proceeds from the orange grove were donated to Adoptaclassroom.org, and unsold items were donated to the Memorial Sloan-Kettering Cancer Center.
