The John Lewis ad and accompanying print push, described as the biggest marketing campaign in the retailer’s history, puts the reinstated ’Never Knowingly Undersold’ price pledge centre stage and draws upon archives to highlight its “enduring value and values”.
John Lewis relaunched an updated version of Never Knowingly Undersold earlier this month. The new marketing push, created by Saatchi & Saatchi, portrays a store window dressed and redressed over the decades – including the Roaring Twenties, the Blitz and the Swinging Sixties – up to the present day, and concludes with the price promise. It is part of a larger ‘Live Knowingly’ campaign.
John Lewis customer director Charlotte Lock said: “We’ve looked to our heritage to inform our refreshed value promise to customers, making it relevant for today by matching not only high street retailers but also online competitors – and we are backing it with the biggest marketing campaign in our history.
“We have drawn on our archives and are literally depicting a window on Britain, showing the changing trends and events over the past century.
“Our launch ad travels back to 1925 when we first introduced Never Knowingly Undersold, through the perspective of our Oxford Street shop window. The enduring value and values John Lewis represents are as important today as they were a century ago.”
Saatchi & Saatchi chief creative officer Franki Goodwin said: “Bringing back the Never Knowingly Undersold promise and launching the Live Knowingly platform has allowed us to delve into the rich archives of John Lewis, uncovering the deep connection this brand has shared with the nation for over a century. This isn’t just a shop – it’s been everything from a date night destination to a bomb shelter.”
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