After hitting the emotional heights with its ‘Man on the Moon’ Christmas ad on TV, the retailer has adopted a down-to-earth tone in a relatively copy-heavy outdoor and digital campaign by retained agency Adam&EveDDB.
Ads in the new 'Little ideas for life' campaign open up with tips on topics such as sleeping, eating well and staying fit then segue into product recommendations, for example:
"Replacing fruit with vegetables in your morning smoothie will help reduce your sugar intake … On average, you can get 20% of your daily water intake from food. Water rich foods include soups, stews, fruit and vegetables … Create everything from healthy smoothies to soup with the Sage The Boss To Go."
Emma Colthorpe, head of marketing, fashion and beauty, at John Lewis, said that the broadening the theme of the brand’s New Year marketing from fitness to wellbeing was based on its observation of consumer trends.
"Traditionally we always planned a fitness campaign at this time of year," she said. "With this campaign we’re trying to come up with something a little more endearing and move away from the fitness in-your-face space.
"We’ve seen that customers have been becoming more aware of their own wellbeing from what they’ve been buying through us, such as spiralisers and Nutribullets, and from consumer research."
The campaign encompasses a total of nine executions, featuring products such as a John Lewis pillow, a FitBit step counter, Asics trainers and a dawn-simulating Lumie clock.
"Ultimately we want people to be aware that we have a huge assortment of products," said Colthorpe.