J.Jill launches new ad campaign across linear and streaming TV
Women’s apparel retailer J.Jill is returning to a major advertising medium.
J.Jill is partnering with ad agency Marketing Architects to run a promotional campaign on linear and streaming TV in key markets including Boston, Denver and St. Louis.
The retailer says it is exploring TV as a "scalable growth channel" to drive online and offline sales, brand awareness and customer acquisition. Developed by a diverse female-led team, the new ad builds on J.Jill’s early summer collection and leverages brand footage that features select products from the assortment.
The new ad campaign also comes as Mary Ellen Coyne has taken the reins of J.Jill as CEO and president, effective May 1, 2025
"We hear from customers all the time that they think of J.Jill as a 'hidden gem,'" says Kara Howard, senior VP marketing and customer experience at J.Jill. "Our stores are a place where she knows she’s going to feel seen, valued, and celebrated for exactly who she is. When she tells her friends about shopping with us, it’s almost like she’s letting them in on a secret. We wanted to capture that feeling in our spot."
J.Jill’s new TV ad campaign follows a new omnichannel brand initiative it introduced in spring 2024.
[READ MORE: J.Jill launches new brand initiative in stores and online]
Among the elements are imagery that reflects the "totality of women’s lives and demonstrates the versatility of key products," according to the company.
In addition, select stores host dedicated styling feature that showcases hyper-versatile pieces and encourages customers to leverage store employees for personal styling advice.
J.Jill also integrated QR codes and “Ways to Wear” pages into its catalogs and website, enabling customers to explore how her favorite items can complement a range of outfits, tailored to suit every aspect of a woman's lifestyle. There were also a series of nationwide activations designed to encourage customers to discover pieces.
During the past three years, J.Jill has embarked on a comprehensive brand transformation fueled by conversations with its customers and supported by data-driven insights. The retailer described the culmination of its efforts as an evolved brand that not only champions inclusivity but has sounded a rallying cry around celebrating the totality of women wherever they are in their lives.
"With this campaign, we’re introducing J.Jill to more people, in more places, and inviting them to see that style isn't static. It evolves with you," said Whitney Stratten, chief client officer at Marketing Architects. "It’s a reminder that when you have the right story and the right strategy, you can turn what’s already yours into something unstoppable."
Headquartered outside Boston, J.Jill operates more than 200 stores nationwide and an ecommerce platform.
