John Lewis campaign focuses on stores principles

John Lewis is launching a new brand campaign to highlight the “principles and approach” that make the store unique. It will also use the store’s Partners in advertising for the first time.

The campaign, which was created by Lowe London, will break in two phases from June 12 and the first burst will focus on its principles. It will cover five areas of the retailer’s “personality” – such as its unique ownership structure – which have been individually illustrated. One execution portrays John Lewis as an oasis of calm when compared to the noise of sales promotions that can be found at other stores. The ads will run across outdoor, press and online.

The second burst, which will break in July, will focus on the departments and will feature real stories of John Lewis Partners. It aims to highlight the “personal and human side” of the retailer. This phase will run across press, radio and online.

Gill Barr, John Lewis marketing director, says: “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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here