Trad and all that jazz

 

I’ve said it once and I’ve said it again - I’m a little bit queasy about the idea of brands “owning” anything. But if there’s a UK brand that has a claim on Christmas, it’s John Lewis.

The agency - and strategy - has changed this year. The retailer is moving from “thoughtful gifting” (or is it giving?) to “let your traditions grow.” Whether or not you’re a fan of the festive Venus Fly Trap, you have to admit this is a clever strategy. It’s the perfect mix of the personal and the collective.

One part of the campaign is something for market research nerds like me - The John Lewis Festive Tracker  . This investigation into the UK’s tinsel, turkey and traditions has been put together with YouGov.

Fascinating festive facts on what’s changing - “two-tree” households, all day pyjamas and combining celebrations from other cultures with Christmas. And what isn’t - family & friends, baking & crafting, board games and watching films. And, I presume, church and carols, although these are a strange omission in the report.

There’s also a little look into history so you can see that John Lewis did “do” Christmas prior to 2007. In the world of advertising, memories are very short!