John Lewis showcases 'unique'experience
Department-store chain John Lewis is rolling out a two-phase campaign to promote the 'unique' shopping experience it offers.
The first phase, created by Lowe, highlights five 'key facets' of the
brand, from its range of products and pricing to its business model.
The work will launch across outdoor, press and online tomorrow (12
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June). Some ads will compare the 'calm' shopping experience at John
Lewis with competitors' continuous 'noise' about sales and
promotions.
The second stage of the drive, which breaks next month across press,
radio and online, will focus on the ownership structure of the John
Lewis Partnership, which is owned by its employee partners, who will
also feature in the ad.
John Lewis follows high-street chains such as Asda and Halifax in
putting members of staff at the centre of its marketing.
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