John Lewis lures shoppers with miniature home campaign

LONDON - Adam & Eve has created a print campaign for the John Lewis homeware range, featuring furnishings, tea sets and accessories placed in miniature houses.

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The products featured are a mix of John Lewis own-brand and branded products that are available both online and in shops. The activity continues to use the strapline 'Inspiration for every home'.

The new campaign will also be used in shop windows and in point of sale for the first time.

Craig Inglis, director of marketing at John Lewis, said: "We wanted a campaign that differentiated John Lewis in the market."

James Murphy, managing partner at Adam & Eve, said: "The miniature house is a simple way to capture in one iconic visual the range of desirable objects and inspirational styles that John Lewis offers."

John Lewis opened its At Home store format last October in Poole, Dorset, which focuses exclusively on the home sector, including electrical and home technology.

Following its early success, the retailer now plans to expand the store format, its first for 20 years, with the opening of a second branch in Croydon this autumn.

Media planning and buying was carried out by MGOMD.

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