While news of John Lewis and Waitrose's Christmas ad is still firmly under wraps, the retailer has shared some news on its broader campaign, billed as a 'Christmas campaign like no other, for a year like no other'.
It's been a hell of a year for all, but for some, Covid-19 has made it extra difficult to provide for their families. However, if there's been one good 'side-effect' of the pandemic - it has brought communities closer together.
Aiming to harness the spirit and thoughtfulness brought on by the Covid-19 pandemic, John Lewis and Waitrose have teamed up with two charities - FareShare and Home-Start to provide food, comfort, emotional support, and advice to vulnerable families this Christmas. Launching in November, the retailer says it will be complemented by its annually anticipated Christmas blockbuster.
'Christmas Campaign like no other, for a year like no other'
John Lewis & Partners will launch a major appeal in November, which it hopes will raise £5m to provide a lifeline for 100,000 families.
It will support two charities. FareShare, which helps those facing food poverty, and Home-Start, which works with parents who need support.
Through the campaign, John Lewis and Waitrose hope to encourage its partners and customers to spread kindness in their own communities this year.
The campaign will be complemented by its anticipated Waitrose and John Lewis Christmas ad.
It says this spirit of kindness will be brought to life in Waitrose and John Lewis shops, with surprise acts of generosity towards customers.
How does the retail hope to raise £5m?
The retailer will match any charity donation, to the value of £2m.
It will offer a range of exclusive and limited edition products.
If customers use their 'My JL' or their 'My Waitrose' loyalty card, it will trigger a donation to the two charities.
A further fund of £1m has been created to bring the charity partnership to life in-store.
What does this tell us about the big blockbuster?
This year looks to be one of the most uncertain Christmases of recent times, and how John Lewis & Partners will approach this is hotly anticipated.
While the blockbuster is still under wraps (and we can only imagine which heartwarming mascot it will conjure up this year), this gives us an indication of where the campaign is headed this year, as its part of the broader campaign.
Just two weeks ago (16 October) the John Lewis Partnership revealed its new five-year strategic plan, where it presented its ambition to be a 'completely different kind of business, as a force for good'. This, therefore, explains its decision to launch a big charity campaign this Christmas.
Despite this charity campaign, customers can still expect its blockbuster which will be on TV as usual.
However, this isn't the first time the brand has tied up with a charity for Christmas. Back in 2015, it partnered with Age UK for its Christmas ad that starred a lonely old man living in a crater on the moon. The department store used the high profile opportunity to raise hundreds of thousands of pounds of the charity.