Advertiser: John Lewis
Brand: John Lewis
Agency: adam&eveDDB London
Country: United Kingdom

Objectives

The John Lewis Partnership (which also includes Waitrose supermarkets) is unusual because it is mutually owned by its permanent employees (called "Partners"). It is the UK's largest employee co-operative, and states its primary objective as "the happiness of all its members, through their worthwhile and satisfying employment in a successful business".

Christmas matters a lot to the Partners at John Lewis. Each year, the board gives a profit-related bonus to each of them. The Christmas period accounts for around 20% of annual sales and 40% of profitsii, so success is vital for generating Partner bonuses. In recent years, the pressure on John Lewis' profit has been acute, due to their sister retailer Waitrose suffering a profit squeezeiii (as all supermarkets have).