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Published on November 3rd, 2020 | by The GC Team

John Lewis Christmas campaign aims to raise £5m for disadvantaged

Omni-channel retailer John Lewis is aiming to raise £5 million to help struggling families via a Christmas campaign “like no other for a year like no other”, complemented of course by its usual, though always much anticipated, Christmas ad.

The retailer is famed for annual festive tearjerkers such as The Bear & the Hare – the focus of 2013’s Christmas advertising campaign, which polled as the nation’s favourite John Lewis Christmas ad ahead of those such as Monty the Penguin and The Man in the Moon.  

This year John Lewis and sister brand Waitrose will partner with two charities – FareShare, which helps those facing food poverty, and Home-Start, which works with parents who need support – in a bid to provide a lifeline for at least 100,000 families. 

A fund of over £1 million has been created to ensure all of the retailers’ shops will be actively partnering with FareShare and Home-start and a range of local family charities in the communities they serve.  

JLP said the two brands “want to shine a light on the long-term need for kindness, in a country in which the pandemic will leave an indelible mark.”  

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.”

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