John Lewis: The bear and the hare

This case study describes how UK department store John Lewis executed its 2013 Christmas campaign, 'the Bear and the Hare', achieving increased brand affinity and sales.

John Lewis: The bear and the hare

adam&eveDDB London

Our previous paper, which won a Gold in the 2013 Creative Effectiveness Awards, told the story of how John Lewis went from a trusted department store retailer to one of Britain's most loved, talked about and visited brands.

Since 2009, the central marketing objective has been to deepen the emotional connection with customers, in order to increase their spend and attract new visitors to John Lewis. This objective has lived through all communications, from tactical advertising supporting sales or new store openings through to big high-profile brand campaigns.

Since they were...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands