After brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.
John Lewis and Waitrose have joined forces on their first campaign in the latest phase of a broader strategy designed to bring the brands closer together in the minds of consumers.
The two retailers are hoping to bring a bit of both their brands to tell the story of a young dragon called Edgar who keeps accidentally ruining Christmas.
Dubbed ‘The Future Partnership’, the restructure will see John Lewis’s managing director Paula Nickolds become executive director of brand, while Waitrose’s boss Rob Collins is leaving and marketing jobs are at risk.
The John Lewis Partnership says it will continue to invest “significantly” in marketing to make sure customers “appreciate and understand” its brands.
A year since John Lewis and Waitrose launched their new visual identities and first joint marketing campaign, what impact has it had on each brand and the customer experience?
Waitrose is running its “most prominent and impactful” CSR campaign to-date as it looks to address rising customer concerns about plastic and food waste.
The parent company of John Lewis and Waitrose has finished a year of significant investment in its brand and staff with a huge hole in its pocket – weighed down by a sharp 56% decline in non-food profit.
Both John Lewis and Waitrose increased sales in the run-up to Christmas, however they say it is too early to tell what impact the festive campaigns had on both brands.
Tongue-in-cheek spot from Waitrose shows a family fast-forwarding through the new John Lewis ad because they simply can’t wait to eat some festive Waitrose fare.
The grocer has opted for humour this Christmas and in-keeping with its ‘Too Good To Wait’ theme will fast-forward the rest of the ads on ITV ahead of its launch.