John Lewis reveals Christmas campaign strategy shift

By

Sandra Halliday

Published
Nov 2, 2020

Following last week’s news that M&S won't be advertising its Clothing & Home offer on TV this Christmas, it's clear that the festive selling season and its associated marketing plans will be very different from usual in 2020. And now John Lewis Partnership has announced that it's going to "unveil a Christmas campaign like no other for a year like no other”. 

There's been a huge focus on businesses helping communities this year and in line with that trend, the company said that it's partnering with two charities, FareShare and Home-Start for its John Lewis department stores and Waitrose supermarkets.

It will “aim to harness the spirit and thoughtfulness of the Covid 19 pandemic and create an outpouring of kindness to help Britain's struggling families”.

It marks a complete change from previous years when the John Lewis Christmas campaign was the most anticipated of all UK retailers and focused heavily on entertainment, as well as on pushing products including fashion. 

But this time, “motivated by the plight of so many who have found it difficult to provide for their families or are struggling to cope in a year like no other, the [two chains] are preparing to launch a major campaign next month to provide a lifeline for at least 100,000 families”.

The firm’s Christmas TV ad, details of which have still not been released, will support that initiative.

A major appeal will be launched in November aiming to raise £5 million for the charities. As well as financial giving, John Lewis and Waitrose “want to shine a light on the long-term need for kindness, in a country in which the pandemic will leave an indelible mark”.

They’ll be encouraging staff and customers “to spread kindness in their own communities  — everything from volunteering to a thoughtful gesture, not just over Christmas but beyond”. And in its stores, this will “be brought to life with surprise acts of generosity towards customers”. 

Of course, given the fact that parts of the UK are already in lockdown or semi-lockdown and that England will go into a four-week hibernation from Thursday, the ability to do anything via the physical shops is limited until next month.

Nonetheless, customers will be encouraged to support the campaign by making a charity donation that will be matched by the retailer to the value of £2 million. They’ll also be encouraged to buy one of a variety of exclusive and limited-edition campaign products; to use their My JL and My Waitrose loyalty card that will trigger a donation to the two charities; to show kindness to someone who needs it; and to help in their local community. 

A further fund of £1 million+ has also been created “to ensure all of the retailers’ shops will be actively partnering with FareShare and Home-start and a range of local disadvantaged family charities in the communities they serve”.

The campaign ties in with the company’s recently announced ambition “to be a completely different kind of business, a force for good”.

Pippa Wicks, Executive Director of the John Lewis chain, said: “During 2020 we’ve seen some inspiring and heartwarming acts of kindness throughout our country and our communities. Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most”.