Hot Pick


John Lewis & Partners + Waitrose & Partners

Izzy Ashton

Assistant Editor of BITE


Bohemian Rhapsody

Our first joint marketing campaign for John Lewis and Waitrose launches the new & Partnership brand

Disciplines: Advertising/Creative

Sector: Retail

Agency: Bohemian Rhapsody, adam&eveDDB

BITE Insight

We’ve all sat through our fair share of terrible and really quite dull school concerts, whether we’ve taken part in them or watched from the audience. From the slightly out of tune string group to the overzealous recorders and disinterested choirs, these concerts were nothing special.

But this all changes in the first joint ad from adam&eveDDB for both John Lewis and Waitrose to launch the new & Partners brand. Titled Bohemian Rhapsody, the ad sees a group of primary school children delivering an epic rendition of the Queen classic complete with perfectly managed stage crew and one very proud teacher.

The ad epitomises the magic of the famous John Lewis ads, and the concluding tagline incorporates the new Partners’ identity brilliantly: “When you’re part of it, you put your heart into it”. The copy emphasises the cooperative thinking behind the rebrand and behind the overarching campaign strategy.

The wider marketing campaign, entitled & Partners falls under the tagline For Us, It’s Personal and it will tell the stories of the Partners who have been integral to both John Lewis and Waitrose success.

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