Is John Lewis and Waitrose’s joint marketing strategy working?

It’s been a year since John Lewis and Waitrose unveiled their new visual identities and launched their first joint marketing campaign.
A fiercely competitive retail market had prompted a rebrand a few months prior, adding ‘& Partners’ to both names. But the John Lewis Partnership (JLP), which owns both retailers, wanted to do something big to show customers what actually makes it different from other retail chains.
So big, that the ‘& Partners’ campaign was