John Lewis has debuted the tv advertisement for its new ANYDAY own label brand. The ad – first screened last week (May 19) – depicts a series of everyday household scenes, including a home worker and his cat, who drinks from an ANYDAY mug, and children arguing over a broken ANYDAY bowl.
Launched last month, the ANYDAY ranges currently includes over 2,400 ‘great value’ products across homeware, technology, baby care and baby clothing. The new brand is part of the retailer’s ‘turnaround strategy,’ with aims to: ‘grow market leadership across homeware.’
Pippa Wicks, executive director at John Lewis describes the new collections as “an exciting opportunity to build on our own brand strengths and supercharge them for the future.” She explains: “The ANYDAY range signals a step-change in the modernising of our brand and offers customers John Lewis quality at prices they wouldn’t expect. We want to challenge value perceptions of John Lewis and attract a broader group of shoppers who want to combine style and value.”
The retailer states that customer research shows that 60% of UK adults are more money conscious now than they were at the start of the Covid-19 pandemic.
Top: John Lewis’ new ANYDAY brand includes an extensive range kitchenware and utility products, with more categories coming later in the year.
