John Lewis's first spring TV campaign to focus on product, own-brands

By

Sandra Halliday

Published
Mar 9, 2020

John Lewis has broken the habit of many years and has launched a product-focused TV campaign for the first time ever outside of its crucial Christmas and clearance sale periods.

The company, whose Christmas TV ad is one of the most eagerly-anticipated unveilings every year, is currently working to fight back from a sales and profits slump and wants to focus on its key categories. With that in mind, the new campaign also includes its first spot covering its beauty offer.

The campaign is called Spring: we’ll help you style it, and is built around the products it sells above all other aspects of its offer. In fact, more than 200 products are featured overall, including fashion, home, and as mentioned, beauty.

It launches at 9pm on Monday on the UK's key commercial TV channel, ITV, and runs through the important Mother’s Day and Easter periods, ending on April 26. It will be accompanied by digital material on the department store chain’s website, on its social media channels, out-of-home, plus print, email, and visual merchandising in its stores and store windows.

Some 500 John Lewis staff will also be promoting the star products via their own social media channels.

The company’s marketing chief said the new campaign helps it to connect with people and showcase its credentials as a brand in tune with modern living. It also highlights its design expertise as far as its own-label products are concerned — as many as 60% of the products featured will be from the own-brands in which it has invested heavily in recent years.