The first combined Waitrose and John Lewis at home store is to be promoted through a joint campaign, created by Kitcatt Nohr Digitas.
The ‘Some things are better together’ advert is the first time that the two John Lewis Partnership owned brands have been promoted through a joint creative effort, advertising a food and home shopping offer under one roof.
Running until New Year, the campaign will see each execution promote both John Lewis products and Watirose food, with pre-launch press advertising set to promote the first store opening in Ipswich.
Supporting the campaign will be outdoor, radio, door drops and online activity, which will include Facebook adverts, digital banner adverts, a landing page and emails.
Ben Golik, creative director for Kitcatt Nohr Digitas explained that the biggest challenge faced by the agency with the campaign was its aim of staying true to each of the brand’s creative style.
“Each Partnership brand is famous for great quality, stylish products from John Lewis with delicious, tempting food from Waitrose," added Golik.
"The concept we've developed demonstrates the very best of food and home shopping offered by the two brands coming together by identifying the natural shared moment between various products."
The Ipswich twin store is located at Futura Park, the first in the UK to house both Waitrose and John Lewis on the same site.