John Lewis is launching its biggest-ever television advertising campaign to drive awareness of its Never Knowingly Undersold proposition.
It is also the first time the retailer has dedicated a television and press campaign to its commitment to its price and quality pledge.
The television ad features a female character and the way in which she interacts with the brand throughout her life, starting as a young child through to becoming a grandparent. The six-week, £6m campaign aims to reinforce the idea that John Lewis has made a lifelong commitment to give great quality, fair prices and excellent service to its customers.
“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,” said Craig Inglis, director, marketing.
“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 moment to reinforce this message.”
With ads also appearing in the national press, the campaign aims to build on previous print advertising for Never Knowingly Undersold which launched last autumn.
The 90-second commercial will air for the first time tomorrow at 7.45pm during Coronation Street on ITV1.