J.C. Penney, Gibson Sample Recipe for Success


A Simplemente Delicioso in-store display at J.C. Penney

By Allison Zisko

Gibson’s Simplemente Delicioso program, an extensive, cross-category housewares collection that sprung from a license agreement with Hispanic media giant Univision and in collaboration with chef and cookbook author Ingrid Hoffmann, has snagged considerable retail real estate with placement at J.C. Penny stores from coast to coast throughout the summer and beyond.

The launch of the collection represents the first time the collection is available in brick-and-mortar stores. Simplemente Delicioso is new to J.C. Penney. It launched in select stores and on jcpenney.com in early May. “We feel this Latin-inspired line of cookware and tableware will really resonate with our growing Hispanic customer base,” said a J.C. Penney spokeswoman.

“Food is a symbol of warmth and celebration among Hispanic families. Whether it’s homemade tortillas or tamales, Simplemente Delicioso at J.C. Penney offers [the consumer] authentic cookware and tableware that she needs to prepare traditional recipes with love,” said Lyris Leos, the retailer’s director of multicultural marketing.

“Simplemente Delicioso speaks to a huge multicultural and multigenerational audience that all retailers are clamoring for,” said Grace Saari, marketing director for Gibson. “With a solid block of J.C. Penney’s shelving real estate now devoted to the brand, the future is looking even more diverse.”

Although the space varies by store, the Simplemente Delicioso program will generally occupy one to two stands on the retail floor and will be promoted through dedicated email marketing. When asked what pieces it expects to sell particularly well, the J.C. Penney spokeswoman pointed to the 14-inch comal pan for $7.99, the 24-quart tamale pot for $44.99 and the seven-piece cookware set for $59.99.

“We are proud to partner with J.C. Penney and Gibson to expand our offerings by bringing for the first time this stylish cookware line to stores across the country,” said Rick Alesandri, executive vice president of enterprise development, Univision Communications. “The product line has been well received by the online community and we expect that it will continue to do well in J.C Penney stores.”