The John Lewis Never Knowingly Undersold (NKU) advertising campaign is entering a new phase with a playful take to reinforce the brand’s key values of outstanding quality, exceptional service and reassuring prices.
Last September, John Lewis announced to the nation, with their biggest ever marketing campaign, that their renowned 100 year old Brand Promise ‘Never Knowingly Undersold’ was back and reimagined for how people shop today.
Commuters and shoppers using Oxford Circus tube station will see digital screens and ribbons carrying the message – “Knowing you prefer quality to an allen key”, with other ads appearing in the area in the coming days.
Other nationwide adverts in the campaign will promote the retailer’s price promise with the line, “Knowing if it’s on offer with them. It’s on offer with us” with other creative executions raising awareness of the retailer’s free advice services, quality products and guarantees. These will appear across the UK on radio, print media, out of home and on social media channels, in the coming weeks.
Rosie Hanley, Brand Director at John Lewis said; “We have flatpacks of respect for our new neighbours, and we absolutely love having them join us on Oxford Street. Their presence will undoubtedly help keep this iconic area thriving and boost Oxford Street as a shopping destination; something we’ve been committed to since 1864. Our campaign highlights the extra ‘dimension’ that makes our offer unique – outstanding quality products, exceptional service, and reassuring prices.”
Never Knowingly Undersold was launched publicly in the retailer’s Peter Jones shop in Sloane Square in London in 1925, before being rolled out to other John Lewis shops in 1926 as a promise of great value to customers.
Last year, John Lewis made a multi-million pound investment in an improved and simplified price promise, which uses AI technology to check prices at 25 online and high street brands. If the price is lower, it will be matched by John Lewis. This gives customers peace of mind that they’re getting great value – with money back if they find it cheaper at one of 25 major brands within seven days. Since the return of Never Knowingly Undersold, John Lewis has lowered 235,00 prices across their product ranges.
The brands John Lewis price match are: AO.com, Amazon (on technology), Apple, Argos, Asos, Boots, Currys, Dunelm, Dreams, The Entertainer, Fenwick, Flannels, Furniture Village, Harrods, Harvey Nichols, Heal’s, House of Fraser, Lakeland, M&S, Mama’s and Papa’s, Next, Richer Sounds, Selfridges, Smyths Toys and Space NK.
