Historic retailer John Lewis has launched the second chapter in its Golden Quarter trilogy with its latest campaign, ‘Give Knowingly’.
The work, created in partnership with London agency Saatchi & Saatchi, aims to refocus the brand as the ultimate destination for Christmas gifting.
‘Give Knowingly’ celebrates the wisdom and thoughtful choices of John Lewis customers as they search for the perfect Christmas gifts for their loved ones. It emphasises the retailer’s extensive range of gifting options and reinforces its position as the go-to destination for holiday shopping.
The marketing strategy includes eight films set to go out across TV, broadcaster video-on-demand, digital, out-of-home, press, social media and radio content.
“At John Lewis we recognise the changing dynamic in Christmas shopping. As Black Friday builds and our customers focus on finding the right gift for their loved ones, this campaign offers them inspiration,” John Lewis customer director, Charlotte Lock said.
“It also reminds them that they can always buy the right gift at the right price at John Lewis, not just over the Black Friday period. After all, John Lewis knows more about giving great gifts than any other retailer – we’ve been doing it for 160 years.
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The campaign also highlights partnerships with renowned brands such as Charlotte Tilbury, Samsung and Dyson.
With the revival of John Lewis’s Never Knowingly Undersold price promise, the retailer will be matching prices with 25 key competitors using AI technology, ensuring customers receive competitive prices alongside the brand’s renowned customer service.
Chapter one of the Golden Trilogy announced the return of Never Knowingly Undersold in September and Chapter Three will launch the brand’s always-anticipated Christmas ad later this month.
“Though we’re a few weeks out, the journey to finding the perfect Christmas present really starts now,” said Franki Goodwin, CEO at Saatchi & Saatchi, “It was essential we captured this insight in this second chapter and brought our amazing supplier brands into the story.”
“There is so much beauty in the wisdom of knowing our loved ones at this time of year and knowing how much the right gift can feature in their lives for years to come,” Goodwin added, “We’re excited to see this chapter in the real world, driving to real products and putting John Lewis at the heart of thoughtful gifting.”
