John Lewis campaign focuses on its unique ethos

by Alex Brownsell, Marketing 06-Jun-08, 10:34

LONDON - Department store chain John Lewis is rolling out a major new campaign emphasising the 'unique' shopping experience it provides for consumers. John Lewis says it wants to focus on the 'principles and approach' of the brand.

Creative agency Lowe has put together a two-phase campaign, with the first phase highlighting five 'key facets' of the brand, from its range of products to the ownership structure. This first campaign, which launches on 12 June, will run across outdoor, press and online.

John Lewis' ownership structure comes into full view in the campaign's second phase, set to feature the company's Partners, as the retailer seeks to portray its 'personal and human side'. This is the first occasion in which the brand has used its Partners in an ad campaign.

The second stage of the campaign will break in July through press, radio and online. Some of the ads will take a dig at the brand's competitors for repeated sales, promotions and 'noise', compared with the 'calmness' of shopping at John Lewis.

'Customers have trusted John Lewis for many years. We know that customers recognise John Lewis as a special place and in a challenging economic climate, we want to promise them that we will help find what they are looking for,' said marketing director Gill Barr.