John Lewis and Waitrose is launching a major Christmas campaign which will aim to harness the spirit and thoughtfulness of the coronavirus pandemic and create an outpouring of kindness to help Britain's struggling families this Christmas.
Launching in November, The John Lewis Partnership hopes to raise £5 million for charity in a bid to provide a lifeline for at least 100,000 families, in what is being described as a campaign like no other.
And while little has been known about the theme of the upcoming Christmas advert (last year's joint offering, Excitable Edgar, was released mid November), the retailer confirms that the initiative 'will be complemented by the much anticipated Waitrose and John Lewis Christmas ad'.
Motivated by the plight of so many who have found it difficult to provide for their families or are struggling to cope, this new campaign will see John Lewis and Waitrose partner with two charities – FareShare and Home-Start.
FareShare helps those facing food poverty and Home-Start works with parents who need support. Together, the two charities will provide food, comfort, emotional support and advice to vulnerable families.
The John Lewis Partnership recently stated its ambition to be a completely different kind of business, as a force for good, and this year's Christmas campaign will embody this principle and come to life through a variety of channels.
'Waitrose and John Lewis want to shine a light on the long term need for kindness, in a country in which the pandemic will leave an indelible mark,' the press release reads.
'This spirit of kindness will be brought to life in Waitrose and John Lewis shops with surprise acts of generosity towards customers,' they reveal. But The John Lewis Partnership will also be encouraging Partners and customers to spread kindness in their own communities.
Customers will be encouraged to support the campaign in one of five different ways:
- A charity donation which will be matched by the retailer to the value of £2 million
- Buying one of a variety of exclusive and limited edition campaign products
- Shopping in store and using the My JL or My Waitrose loyalty card to trigger a donation to the two charities
- Showing kindness to someone who needs it
- Helping in your local community.
Pippa Wicks, Executive Director of John Lewis & Partners, comments: 'In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other.
'During 2020 we’ve seen some inspiring and heartwarming acts of kindness throughout our country and our communities. Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most.'
Lindsay Boswell, Chief Executive at FareShare, adds: 'In what has been an incredibly tough year for so many, more people than ever are turning to local charities and community groups for support because they simply can’t afford the food they need to feed their families and themselves.
'At FareShare, the demand for food has more than doubled as a result of the pandemic so this partnership comes at such a crucial time. We are so delighted to partner with Waitrose and John Lewis to provide support for the thousands of people in need across the UK in the run up to Christmas and over the winter months.'
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16 Christmas wreaths perfect for the festive season
One of our top picks this Christmas has to be this luxury wreath from Etsy. From supporting a small business, to the on-trend red velvet bow that completes this look, we would be thrilled to adorn our front door with this wreath.
Make a statement with this traditional Arena Flowers wreath, featuring dried oranges, cinnamon, pine cones, and a giant red satin bow. It's the ultimate way to bring the scent of Christmas into your home.
This woodland-inspired festive wreath features delicate brass leaves for a subtle and dainty look. Unlike most wreaths, this is designed to last a lifetime, making it a real heirloom piece.
Ring in (quite literally!) the festive season with this contemporary large gold wreath with metal bells.
Create a picture-perfect Christmas with this large winter berry wreath. We love this elegant design, featuring green foliage mixed with seasonal berries, pine cones and 50 warm LED lights.
If you don't want to go down the festive route, choose this beautiful dried wreath from Bloom & Wild. Putting a rustic twist on traditional festive decorations, this delightful wreath combines a mix of wild grasses with dainty blooms.
Festive berries and artificial green sprigs intertwine in this timeless Christmas wreath. And at 60cm, it's one of the larger options on the market this year.
This half wreath from Lights4Fun offers a more pared-back approach. Hanging from a metal loop, it features faux foliage, eucalyptus, blueberries and LED lights for an intricate look.
Dibor Deck The Halls Luxury Christmas Wreath
We love the deep red colours on this wreath – it'll make an impressive style statement on your front door. Decorated with natural materials, the pine cones have been stained in rich red and green tones. Bright red berries and bundles of cinnamon sticks complete the look.
Bring the outdoors in with this white berry wreath from Amazon. Hang on your front door to welcome guests or place on your dinner table and pop LED candles in the middle for an elegant tablescape.
Embrace the beauty of winter with this whisper-soft Christmas wreath. We love the red and lilac tones used here, entwined with gypsophila flowers and green eucalyptus.
For something unique, pick up this multicoloured bauble wreath from Rockett St George. It features a mixture of shiny, matte and glittery baubles in a range of beautiful hues.
This wonderful wreath is giving us winter wonderland vibes, thanks to its pine green foliage, rustic pine cones, berries and frosted finish.
Densely packed with red berries, wooden stars, shiny baubles and an abundance of real woodland pine cones, this preserved wreath is guaranteed to make a statement when placed on your front door.
Sometimes, less is more. With a traditional look, this gorgeous Christmas wreath features pine green faux foliage and rich red berry detailing.
