John Lewis Launches Everyday Home Range 'ANYDAY'

On Thursday 20th May, in a strategic move to promote its new ANYDAY range, which offers John Lewis quality and style at everyday prices, John Lewis are launching an integrated campaign, with a TV advert at its heart. The new ANYDAY brand is a critical element of its turnaround strategy, which aims to grow market leadership across homeware, technology, baby care and baby clothing. 

The one minute TV advert, created by agency adam&eveDDB, will first be broadcast at 9pm during ITV’s Innocent this Thursday. The advert will communicate how the ANYDAY products are suitable for everyday life moments, and in a first for John Lewis, the advert will call out the price of the products which feature in the campaign including a £2 mug, a £20 mirror and a £35 highchair. 

As this range targets slightly younger customers and families who we know find inspiration from and shop on digital and social channels more than other customers, this campaign is more heavily weighted towards these media channels. The campaign will run in digital display ads, shop windows, on johnlewis.com and social media channels, and on the channels of our sister company Waitrose, which also sells ANYDAY products. 

The TV advert is inspired by situations which illustrate everyday life including: a sister cutting her brother’s hair in the bathroom, a home worker spilling coffee down himself, and a couple eating pizza in front of the TV.  The advert presents a more representative cast and home environments, appealing to a broader range of customers and is set to the soundtrack of 'The Minute Waltz' by Barbara Streisand. 

The ANYDAY brand was launched last month with over 2,400 stylish, thoughtfully-designed products across Homeware, Technology, Baby Care and Baby Clothing. Prices are on average 20% lower than our current own brand. In the autumn over one thousand more products will be added to the range. 

Claire Pointon, partner and customer director at John Lewis said: “Our new ANYDAY range offers John Lewis quality and style at everyday prices and this is the central thought behind our new advertising campaign. The campaign feels different in tone and creative from our usual adverts because we really want to showcase how customers live their lives, and highlight the role we can play in their everyday lives. In the advert, we’ve purposefully placed our ANYDAY products in real, everyday life moments which they can relate to, encouraging them to consider John Lewis as a place they can come and shop with us for more frequent, everyday items. In addition, and to highlight the great everyday value that ANYDAY delivers to customers, we’ve called out the price of our products for the first time ever in TV advertising.”

This is the second major advertising campaign we have run to support our new strategy of focusing on our home offer and the role we play in family lives in the home. Last autumn, we ran a campaign inspired by the humorous situations we experienced in our homes during the pandemic. We also launched a new, glossy, quarterly magazine to reinforce John Lewis’s reputation as an authority on style and design for the home.