Helping the original
good business thrive
in a whole new world

The Challenge:

The John Lewis Partnership needed to make their founding purpose, central to their brands for over a century, into a potent force for business success across a number of new challenges. As the original ‘good business’, they had done little to tell their story, and the perception gap was closing. We were asked to articulate their CR strategy in a way that reaffirmed their brand difference and protected their leadership position across quality, service and sustainability.


What we did:
- Insight and Strategy
- Co-creation
- Sustainability strategy 
- Proposition development 
- Campaign development  
- Communications asset

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Our Approach:

John Lewis and Partners and Waitrose and Partners are going through a major transformation – needing greater alignment between the two brands in an ever more challenging business environment. Our work has helped both expand the spirit of their unique partnership model, into a number of future focused purpose initiatives.

John Lewis and Partners

A new sustainability proposition to capture the essence of the Better Way of Doing Business. This was expressed through a CR report and communications campaign to elevate sustainability with Partners and customers

Waitrose and Partners

A customer expression of their sustainability strategy, asserting their belief in Food as a Force for Good. This took the form of a customer engagement strategy and campaign to express a shared commitment to tackle waste called - Partners Against Waste.

As well as strategy setting for the John Lewis Partnership, we have created a range of content for both John Lewis and Waitrose, including:

- In-store messaging
- Sustainability reporting
- Employee programmes
- Internal communications