UK: Waitrose and John Lewis launch first joint ads

Waitrose and John Lewis have launched their first co-branded ad campaign to mark the opening of a joint store in Ipswich.

Ads bring together complementary products sold by John Lewis and Waitrose such as juicers and fruits, a Le Creuset casserole dish and a lamb shank and a digital camera alongside a children’s birthday cake.

Parent group, John Lewis Partnership, hopes the campaign ‘Some things are better together’ will “explore the shared moments between the two brands”. Activity includes outdoor, radio, online, DM and press ads.

The two operate as separate businesses and have different marketing and brand strategies. Craig Inglis, John Lewis marketing director has previously told Marketing Week there is potential for both brands to work much more closely on marketing and loyalty initiatives.

The Ipswich store is the first combined Waitrose and John Lewis at Home store. The retailers are often co-located in shopping centres where a full size John Lewis department store will be situated alongside a Waitrose.

The ad campaign was developed by Kitcatt Nohr Digitas, which handles direct marketing and loyalty activity for both brands.


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