You’d be mistaken for thinking it was the most wonderful time of the year, with the huge buzz surrounding the John Lewis advert which hit our screens earlier this week.
But Christmas came early this year, during the nation’s other favourite annual tradition, The Great British Bake Off!
The new Bohemian Rhapsody theme advert marked, not Christmas but a major rebrand, and first joint venture, for the companies stores to John Lewis & Partners, and Waitrose & Partners, in a bid to rejuvenate sales in a difficult period for retailers.
The new look John Lewis & Partners, ‘When you’re part of it, you put your heart into it’, focuses on its employees: “At John Lewis and Partners, we’re more than employees – we’re owners. That’s why we’re all called Partners. And that’s why we all go above and beyond to offer quality products and outstanding service to the people who matter most – you, our customers.”
With viewers taking to social media to share their praise for the latest marketing campaign – it’s left us wondering what to expect for Christmas! Will the company be investing in another annual showstopper that we’ve all become accustomed to?
Perhaps not? According to reports, in June, John Lewis issued a profit warning that annual profits would be significantly lower this year, as a result of a difficult trading climate as well as a programme of heavy investment – including a huge investment in store refurbishment and website overhaul. This news follows the House of Fraser collapse last month, and Debenhams profit warnings… which in turn presents a huge opportunity for the brand.
John Lewis expects its new brand will be fully rolled out within the next five years, following the unveiling of its flagship Oxford Street Store this week, with the packaging of Waitrose own label product ranges beginning in October, and starting with the Christmas range.
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