John Lewis Extends Relationship With Adam & Eve/DDB

London Agency Wins the $40 Million Waitrose Supermarket Business

By Published on .

Reprints Reprints

John Lewis: Monty's Christmas
John Lewis: Monty's Christmas

The John Lewis Partnership has appointed Adam & Eve/DDB to handle its $40 million Waitrose supermarket account, consolidating the British retailer's creative business under one roof.

Adam & Eve/DDB has had enormous creative success and helped boost sales for the John Lewis department store since 2009, particularly through its tear-jerking Christmas campaigns. Last year's spot starred Monty the Penguin, while the previous year featured a bear waking up from hibernation and experiencing Christmas for the first time.

Rupert Thomas, Waitrose's marketing director, said in a statement, "Adam & Eve/DDB is an outstanding creative agency with an exceptionally strong track record. They will play a key role in helping us to deliver the hallmarks of our brand: quality, innovation and trusted provenance. We hope this will be the start of a successful and long term relationship."

The Waitrose account went into review earlier this year after incumbent Bartle Bogle Hegarty resigned the business to take on rival Tesco's $170 million creative account.

Despite the established relationship with John Lewis, Adam & Eve/DDB was asked to pitch against other agencies for the business. The final round was a competition against Lucky Generals, WCRS and Creature London; earlier rounds included JWT and CHI & Partners.

Mr. Thomas added, "We were humbled by the passion and commitment demonstrated by all the agencies involved in the pitch process. Adam & Eve/DDB will work with the business to deliver modern Waitrose, which is continuing to grow ahead of the market."

According to Kantar Data's monthly report, Waitrose increased sales by 2.9% in the first quarter of 2015, and has been growing steadily since 2009. It is the seventh biggest supermarket in the UK, with a market share of 5.1%.

Waitrose has benefited from the trend for U.K. shoppers to divide their custom between the discount stores and upscale alternatives, including Waitrose, cutting into the business of mid-priced supermarkets.

Adam & Eve/DDB is Ad Age's 2015 International Agency of the Year.

In this article:
Most Popular