Seeking a balance between value-driven shoppers and those who are more style-focused, J.C. Penney is launching a new campaign to make the department store chain seem less like a relic of another era, reports the Associated Press.

The new campaign was created by Saatchi & Saatchi and is titled "Every Day Matters." It will debut TV spots during the broadcast of the Academy Awards ceremony on February 25 and will include print, online and in-store efforts.

The campaign is intended to bring in shoppers who have heretofore considered the store un-hip. Penney has added a number of designer labels to its apparel offerings in recent years as it goes up against stores, such as Kohl's and Target, that have successfully made themselves relevant to young shoppers.

Advertising efforts centered on pricepoints and specific products will continue to make up 90 percent of the marketing budget for the chain.