The Christmas campaign strategy for 2020 by John Lewis has taken a different approach compared to previous years, in response to the unique circumstances brought about by the ongoing pandemic. In light of M&S’ decision not to advertise their Clothing & Home offer on TV this holiday season, it is clear that retailers are reevaluating their marketing plans to adjust to the challenges presented by COVID-19.
John Lewis Partnership has unveiled a Christmas campaign that is centered around the theme of community support, partnering with charities FareShare and Home-Start to assist struggling families across the UK. This shift in focus from entertainment and product promotion to spreading kindness and support highlights the company’s commitment to making a positive impact during these difficult times.
The campaign aims to provide aid to at least 100,000 families through a major fundraising appeal in November, with a target of raising £5 million for the charities involved. While specifics of the Christmas TV ad are yet to be disclosed, the overarching message is one of encouraging acts of kindness and solidarity within communities, not just during the festive season but as an ongoing initiative.
Despite the current lockdown measures in place, customers are urged to show their support for the campaign through various means, including donations, purchasing exclusive products, utilizing loyalty cards to trigger donations, and volunteering in their local areas. In addition, a fund exceeding £1 million has been established to ensure that all John Lewis stores actively collaborate with charities to assist disadvantaged families in their respective communities.
Pippa Wicks, Executive Director of the John Lewis chain, stressed the importance of building on the spirit of kindness that has been prevalent throughout 2020, with the aim of making a tangible difference in the lives of those in need. The shift towards a more community-centric approach underscores the retailer’s commitment to being a catalyst for positive change and creating a legacy of compassion that extends far beyond the holiday season.
To learn more about John Lewis’ Christmas campaign and how you can support their initiatives, visit their official website here. For more information on the charities involved in the campaign, you can visit FareShare’s website here.
