Will helping others help John Lewis win this Christmas?
As the countdown to Christmas gets well and truly started, its great to see a brand aiming to help others as well as themselves, something that will truly benefit them in the eyes of their audience.
Not only does the campaign continue with their winning (if not slightly cliched) formula of haunting sound track, doe eyed child, and a serious tug on the heart strings; this years campaign in partnership with Age UK is aimed at raising awareness of loneliness amongst the elderly at Christmas. With merchandise and gifts linked to ways to donate to the charity, this is a strong reminder that brands who remain true to their values, and are helpful to not only their audience but others, will always drive a greater emotional connection.
The campaign reminds us of what Christmas is all about and showcases John Lewis as a brand that understands what we are all looking for at this time of year...the ability to bring joy to one and other, and a few cracking presents along the way. Another winning campaign John Lewis!
Written by Lesley Stonier, Founder & Director of We Mean Business, London | Marketing Consultancy . We support entrepreneurial individuals and women in business with their marketing needs. If you need help with marketing or you know someone who does, come and say hello.