The slogan, which was founded around 80 years ago, has traditionally been used by the retailer as a price promise. It now has a redesigned logo and focuses on its service proposition as well as price.
has spent around £1m on the activity which started today with an ad wrap-around the Metro newspaper. Press ads will also appear in national newspapers later this week, with outdoor ads appearing at the start of November. The campaign was created by Adam & Eve.
Craig Inglis, head of brand communications at John Lewis said: ‘The campaign picks up on the values which underpin the slogan and gets consumers to re-appraise it.'
John Lewis has also rolled out a regional campaign to mark the opening of its new store format in Poole. The outdoor and press activity supports the launch of the store which focuses exclusively on the home sector, which includes electrical goods. John Lewis believes that there are about 30 locations across the UK that would support the new format, its first in 20 years.
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