John Lewis hires PR agency for summer campaign

Earnies has been appointed to develop an earned-first, ‘culturally-led’, integrated summer campaign for John Lewis & Partners after a competitive pitch.

The work, launched this week, unveiled Boston United FC striker Lenell John-Lewis as the retailer’s official ambassador for the upcoming ‘blockbuster’ summer of sport, with research showing spectators consider a high-quality TV setup essential to avoid pub annoyances like blocked views of screens and long queues.

Earnies developed the work on a project brief, having been tasked by John Lewis “to cut through in a crowded seasonal moment” by devising an idea “that would tap into the excitement of live sport while reinforcing its leadership in home entertainment and technology”.

The campaign spans PR, social, digital and talent, including a media partnership with LADbible.

Mary McClenahan, senior marketing manager at John Lewis, said: “Summer is a hugely important retail moment for us, as customers prepare their homes for a season of sport and entertainment.

“Earnies brought us an idea grounded in genuine cultural insight, paired with a brilliantly simple creative execution. It stood out immediately during the pitch process.”

Earnies’ managing director, Jessica O’Donohoe, said: “The best earned ideas are often hiding in plain sight, and this one immediately felt too good not to pursue. It takes a genuine piece of fan culture and turns it into something unexpected, entertaining and inherently shareable.

“What excited us most was John Lewis’ appetite to back a brave, culturally-led idea from the outset. It’s a brilliant example of how brands can show up credibly in conversations people are already having.”

Earnies placed 134th in PRWeek’s most recent Top 150 rankings, being the second-newest comms agency to earn a spot in the table.