Christmas comes early as Waitrose and John Lewis unveil first joint advert

Christmas comes early as Waitrose and John Lewis unveil first joint advert

Christmas comes early as Waitrose and John Lewis unveil first joint advert

Paula Nickolds, John Lewis & Partners managing director, said: "Our Partnership business model and the inherent strength of our partners really sets us apart".

This includes a new TV and cinema ad that launches on social media this morning (4 September) and will air during The Great British Bake Off on Channel 4 this evening.

The shop, in Portfield Retail Park, is one of scores of John Lewis stores across the country which will undergo a name change to celebrate the success of its employees.

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Martin George, customer director for Waitrose & Partners, says: "The story of the new TV ad is an energetic, fun way to highlight what we feel makes us so different as a business - how when you're part of something you put your heart into it".

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JLP is training staff to become customer service ambassadors that provide "warm and personalised" customer service front of store, are healthy eating specialists and provide a concierge-style service, while personal stylists will be equipped with new skills to deliver daily fashion talks in John Lewis stores. "This move not only reflects the business we have become but more importantly, the business we want to be".

"The research we did said that a significant number of customers didn't recognise that we are part of the John Lewis Partnership - and when you told people you were, that's a huge positive for us", George told Campaign. It will also invest in technology to improve customer service even further.

"We are supporting it with our biggest ever marketing campaign outside of Christmas and introducing a new end line, "For us, it's personal", across both brands".

Cue Martians, laser guns, angelic singing choruses delivering their own version of the song and a slightly startled teacher - before a rocket emerges from nowhere for a spectacular finale and the tagline 'When you're part of it you put your heart into it - because for us it's personal'.

While it will be fully rolled out over the next five years, the new branding was unveiled at John Lewis's flagship Oxford Street store, as well as Waitrose in Edgware Road and Clerkenwell and on its websites.

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