The John Lewis Partnership

The John Lewis Partnership, including John Lewis and Waitrose, has a unique structure that incorporates four levels of democracy across the business that means everyone has their say. Partner Voice is the first level of this democratic structure.

The Brief

The John Lewis Partnership, including John Lewis and Waitrose, has a democratic structure that incorporates four levels of democracy across the business. This makes for clear and consistent communication and ensures all 90,000 shareholders in the business feel valued. Our brief was to create a campaign that would help launch, promote and ultimately manage the election of PartnerVoice representatives sitting at Level 1 of this democratic structure.

The Concept

As part of our campaign, we created a series of statements that employees needed to decipher in order to understand the message. Highlighting how easily things can be lost in translation the campaign was rolled out across animation, wall displays, emails, DM and other printed collateral. We ensured that wherever people were in the business, they would come across these phrases to remind them that, through voting for a Partner Voice rep, their voices wouldn't be lost in translation.

The Results

In relation to historical campaigns, our solution was much more creative and engaging and received positive feedback across the business. So much so it was highlighted as the campaign with the highest ever levels of engagement within the John Lewis Partnership.

John Lewis - In poor tent lettuce
John Lewis - Don't leaf it to chance...
John Lewis - Doughnut forget to select your PartnerVoice representative

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