The retailer is launching a large-scale campaign to help at least 100,000 families in need with food, comfort and emotional support.
We look forward to the John Lewis Christmas advertising all year round, and the retailer has finally revealed what its 2020 campaign will be about.
The retail giant has confirmed what its Christmas campaign will be about
The campaign, which aims to raise £5 million for the charities, will start in November.
The initiative will support FareShare, a charity for food poverty, and Home-Start, which works with parents who need support.
And this year’s commercial by John Lewis and Waitrose will revolve around this campaign.
Pippa Wicks, Managing Director of John Lewis & Partners, said: “In a year like no other, the world has changed – that’s why we will be running a Christmas campaign like no other.
The two retailers will also encourage others, including customers, to help communities over Christmas and beyond.
Customers will be encouraged to make charitable donations, and products related to the campaign will also be available for purchase.
“Now we want to build on this spirit to create a legacy that will reach well beyond Christmas. Together we can all make a big difference for the families who need our help most”.
“In 2020, we have experienced some inspiring and heartwarming acts of kindness in our country and in our communities.
Peter Grigg, CEO of Home-Start UK, said: “We have all seen first hand how the pandemic is marginalizing families, especially those who are already facing challenges in their lives.
“Home-Start is there for families when they need us most and we have been overwhelmed by the kindness shown in our communities during the pandemic. But there is so much more to do”.
“At FareShare, demand for food has more than doubled as a result of the pandemic, so this partnership comes at such a crucial time.
Lindsay Boswell, FareShare’s CEO, said: “In an incredibly tough year for so many people, more people than ever are turning to local charities and community groups because they simply cannot afford the food they need to feed their families and themselves.
“We are so excited to be working with Waitrose and John Lewis to bring support to the thousands of people in need across the UK during the pre-Christmas and winter months,” said Lewis.