John Lewis & Partners and Waitrose & Partners have added a heart to their logos ahead of the release of their eagerly anticipated Christmas campaign.
The tactically placed heart motif has appeared on the websites and social channels for both brands, but has not been promoted via any posts thus far.
John Lewis Partnership is known for dropping hints in the days leading up to its Christmas campaign.
Also in 2017 John Lewis changed some of its storefronts around the UK to include a pair of eyes, in a manner not dissimilar to this year’s hearts.
At the end of last month, the retailer announced a series of charity partnerships as part of what it said would be a "Christmas campaign like no other".
Ahead of the new ad, Campaign has compiled all of John Lewis’ festive works from the past 11 years.