John Lewis is launching a marketing campaign to promote its spring/summer season on TV for the first time, aiming to show it as a brand that is “in tune with modern living”.
Airing on ITV from this evening (9 March), the ‘Spring: we’ll help you style it’ campaign, created by its agency Adam&eveDDB, marks the first time the retailer has run product-focused TV adverts outside the Christmas and clearance periods. It is also the first time it has shown its beauty offering in a TV campaign.
More than 200 products feature in the campaign, almost 60% of which are own brand. In homewares, the new season will feature a third more in-house designed product. For fashion, the campaign heroes the latest styles, while beauty will feature new brands, as well as better known options.
“We know that our customers want to hear more from us outside of the Christmas period which is why we’ve launched our first ever spring advertising campaign, enabling us as a business to connect with more people in the most relevant way,” says John Lewis Partnership (which owns John Lewis) marketing director, Martin George.
“This campaign showcases our credentials as a brand in tune with modern living and our expertise in design across our own brand products and the very best of the brands we offer across fashion, beauty and home.”
The campaign is supported by a suite of content that will play out across all customer touchpoint channels including its website, digital, outdoor and print advertising, email, social, in-store and windows.
It will be supported by John Lewis & Partners internal social media programme, #WeArePartners, which now has 500 active partners who create and share unique content across their own social channels.
Parent company The John Lewis Partnership reported its third consecutive year of profit decline last week, with new chairman Sharon White launching a strategic review into the business.
This includes the suitability of John Lewis’s Never Knowingly Undersold (NKU) price promise, which she says may need to be “modernised”. Focusing on own-brand is one way to limit the impact of NKU as it only price matches on brands.
The review will focus on strengthening the core retail business and developing new services outside retail. She is also looking to put a stronger focus on quality and value, as well as a greater emphasis on sustainability. It is due to be completed by the autumn.