Quality, price and service are at the heart of a new £6m John Lewis ad campaign.
The six-week press and TV campaign, on air from Friday April 23, marks the first time the retailer has focused primarily on its values. It reflects the fact they’re now seen as central to the retailer’s relationship with its customer.
The TV ad follows a female character through her life, showing how she interacts with the John Lewis brand from a young child through to becoming a grandparent. Throughout, says the retailer, the emphasis is on the idea that John Lewis is committed to great quality, fair prices and excellent service.
“The key message the campaign conveys is that John Lewis is always there for you,” says Craig Inglis, director, marketing at John Lewis.
“For a long time Never Knowingly Undersold has been perceived as just a price promise, but it’s more than that: it’s about the total value we offer our customers, about the quality of the products we sell and the added value customers receive with the service our partners offer.
“This is unique to John Lewis and our customers have told us time and time again how important this is to them. Now seems the perfect time to reinforce this message.”
The campaign includes a 90-second, a 60-second and four 10-second TV ads, which feature John Lewis partners, delivery drivers Brian Rees and Noel Breen. They are supported by ads in the national press.
The 90-second ad will air for the first time on Friday at 7.45pm during Coronation Street on ITV1. Music for the ad is She’s Always a Woman, by Fyfe Dangerfield of The Guillemots. The track was originally recorded by Billy Joel.