John Lewis to launch major ad campaign

Retailer aims to drive home unique shopping experience
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John Lewis is set to launch a major new campaign aimed at driving home the retailer's unique shopping experience and 'principles and approach' of the brand.

According to Brand Republic, creative agency Lowe has put together a two-pronged campaign; the first part of which, will highlight what the firm sees as its five 'key facets' of its brand from its range of products to the way the company is owned.

The second focuses more on the firm's ownership and its Partners – the retailer's floor staff. It will be the first time that the firm has used its Partners in an advertising campaign, but the firm is keen to stress its 'personal and human side'.

The first part of the campaign will break on June 12th with print, online and outdoor advertising. The second will begin sometime in July, again in print, online and outdoor.

"Customers have trusted John Lewis for many years," marketing director Gill Barr told Brand Republic. "We know that customers recognise John Lewis as a special place and in a challenging economic environment, we want to promise them that we will help find what they are looking for."

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