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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Product Launch Puts Live Orange Grove in Times Square

J.C. Penney built its own garden patch in the middle of the busy streets to herald the launch of the Joe Fresh Kids collection.

Anna Sekula
August 28, 2013

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.

One of the most striking visuals was a wall of oranges that served as the backdrop to the bar where staff poured complimentary cups of freshly squeezed orange juice.
One of the most striking visuals was a wall of oranges that served as the backdrop to the bar where staff poured complimentary cups of freshly squeezed orange juice.
Photo: Nadia Chaudhury/BizBash
An orange grove in Times Square marked a collaboration between J.C. Penney and Joe Fresh that allows the retailer exclusive rights to the Canadian clothing brand's children's line. The retailer hoped the unexpected concept and its juxtaposition with the surrounding area would draw traffic to the public promotion in the last days of summer.
An orange grove in Times Square marked a collaboration between J.C. Penney and Joe Fresh that allows the retailer exclusive rights to the Canadian clothing brand's children's line. The retailer hoped the unexpected concept and its juxtaposition with the surrounding area would draw traffic to the public promotion in the last days of summer.
Photo: Nadia Chaudhury/BizBash
To set the scene, the production team placed dressed mannequins around orange trees, crates of the fresh fruit, and a pergola.
To set the scene, the production team placed dressed mannequins around orange trees, crates of the fresh fruit, and a pergola.
Photo: Nadia Chaudhury/BizBash
A truck, with items from the collection pegged to clotheslines on its exterior, anchored the space and allowed visitors to purchase the clothing on site. Guests could also shop online at the promotion, using the PayPal Here app on an iPad provided by staff.
A truck, with items from the collection pegged to clotheslines on its exterior, anchored the space and allowed visitors to purchase the clothing on site. Guests could also shop online at the promotion, using the PayPal Here app on an iPad provided by staff.
Photo: Nadia Chaudhury/BizBash
At the August 21 press preview, caterer Creative Edge served breakfast-appropriate items that matched the color scheme of the promotion, including mini cinnamon buns topped with orange vanilla icing.
At the August 21 press preview, caterer Creative Edge served breakfast-appropriate items that matched the color scheme of the promotion, including mini cinnamon buns topped with orange vanilla icing.
Photo: Nadia Chaudhury/BizBash
In addition to glasses of juice, staff at the orange grove handed out free branded orange popsicles.
In addition to glasses of juice, staff at the orange grove handed out free branded orange popsicles.
Photo: Nadia Chaudhury/BizBash
Visitors to the promotion, including Molly Sims (pictured) and Padma Lakshmi, could pose on a swing at the digital photo booth.
Visitors to the promotion, including Molly Sims (pictured) and Padma Lakshmi, could pose on a swing at the digital photo booth.
Photo: Nadia Chaudhury/BizBash
Images from the photo booth were projected onto a digital billboard in Times Square to grab attention from passersby.
Images from the photo booth were projected onto a digital billboard in Times Square to grab attention from passersby.
Photo: Nadia Chaudhury/BizBash
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