Waitrose and John Lewis prepare to unveil a Christmas campaign like no other
The John Lewis Partnership has said it will aim to create an “outpouring of kindness” to provide a lifeline for at least 100,000 struggling families as part of its Christmas campaign this year.
Complemented by the much anticipated Waitrose and John Lewis Christmas ad, the initiative will see the retailers launch a major appeal which will aim to raise £5 million to help the FareShare and Home-Start charities in their work to provide food, support and advice to vulnerable families.
The retailers will also be encouraging staff and customers to spread kindness in their own communities through everything from volunteering to thoughtful gestures. This spirit of kindness will also be brought to life in Waitrose and John Lewis shops with surprise acts of generosity towards customers.
Pippa Wicks, executive director of John Lewis & Partners, said: “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.”
