John Lewis is bringing back its iconic price guarantee, “Never Knowingly Undersold,” after a two-year pause. The relaunch will be showcased through a major new brand campaign, set to debut on 19 September, starring actor Samantha Morton and singer Laura Mvula. This campaign, described as John Lewis’ “biggest ever,” celebrates 100 years of the price commitment and aims to reintroduce the brand’s promise for the next century.
Initially discontinued due to challenges posed by the rise of online shopping, the price guarantee has been overhauled with a multi-million pound investment. Leveraging AI and machine learning, John Lewis will now monitor prices from 25 retailers, including M&S, Next, Boots, and AO.com. If a competitor offers a lower price, John Lewis will match it, and customers can receive a refund for the difference if they find a cheaper price within seven days of purchase.
John Lewis Chief Executive Nish Kankiwala highlighted the historical significance of the campaign: “One hundred years ago John Spedan Lewis created Britain’s most innovative and famous brand mantra… Today, we’re kick-starting our brand for the next 100 years.”
The return of the price promise reflects the retailer’s broader strategy of modernization and transformation within the highly competitive retail market.
The New Ad
John Lewis is relaunching its iconic “Never Knowingly Undersold” campaign with its biggest marketing effort to date, marking the 100th anniversary of the price promise. The campaign will officially debut on 19 September 2024, with a high-profile ad starring actor Samantha Morton and singer Laura Mvula, who will perform a reimagined version of Paul Simon’s song I Know What I Know.
The campaign is centered around the theme of “Living Knowingly,” celebrating John Lewis’s long-standing relationship with its customers. It emphasizes wisdom and connection, with the focal point being a 90-second film that shows the evolution of the retailer’s shop windows over the last century, capturing key historical moments alongside everyday life. This nostalgic but forward-looking ad highlights John Lewis’s enduring presence in British life, blending heritage with modern relevance.
In addition to the nostalgic ads, John Lewis is using cutting-edge technology like AI and machine learning to monitor prices at 25 major retailers, ensuring competitive pricing. Customers will be able to claim a refund within seven days if they find a lower price elsewhere. This modernized approach aims to reaffirm customer trust while adapting the brand’s value proposition for the digital age.
