What's Happening?
John Lewis has unveiled its 2025 Christmas campaign, 'Where Love Lives,' featuring the 1990 hit by Alison Limerick. The campaign focuses on the emotional connection between a father and son, using music as a central theme. A limited edition vinyl of the song
is available, with profits supporting the Building Happier Futures program. The campaign includes a 120-second film and various digital and in-store experiences, aiming to connect with multiple generations through nostalgia and thoughtful gifting.
Why It's Important?
John Lewis's campaign highlights the power of nostalgia and music in marketing, aiming to evoke emotional connections with consumers. By focusing on family relationships and thoughtful gifting, the campaign aligns with the holiday spirit, potentially boosting brand loyalty and sales. The initiative also supports social causes, enhancing the brand's image as socially responsible. This approach may influence other retailers to incorporate similar themes in their marketing strategies.
What's Next?
The campaign will run across various platforms, including TV, digital, and in-store experiences, throughout the festive season. John Lewis plans to maintain its marketing investment, adapting to changing media consumption habits. The brand aims to sustain consumer engagement with ongoing social activations and in-store experiences, ensuring the campaign's message resonates throughout the holiday period.
