Launching a renewed version of the wartime classic “Make Do and Mend” for John Lewis

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The challenge

 

In the height of the worst recession in thirty years we approached John Lewis with an idea to build moral and unite the 28,000 partners and give the store a competitive advantage on the high street by increasing brand loyalty and appeal driving footfall.

 

The idea

 

We proposed rewriting the wartime classic 'Make Do And Mend' sourcing household management and home economics advice from all 28,000 John Lewis partners and retirees through a comprehensive online and offline consultation programme. Internal communications included a ‘call to arms’ advertisement in the John Lewis Gazette as well as opening up an internal dialogue on Twitter and Facebook. All submissions were reviewed with the very best being selected for inclusion.

 

Our approach

 

We initiated the project in the Spring of 2009 and were involved in the project throughout the process culminating in the August launch. The 30 page booklet was priced at £3 with all proceeds went to the John Lewis Foundation.

 

Our team arranged archive and in-store photography and briefed spokespeople including retired partners who could comment on their experience of the original wartime guide. To help bring the guide right up to date a concurrent dedicated Twitter feed was set up, carrying snippets of advice from the new guide.

 

Copies of the book were sent to key contacts in national print and broadcast media along with a list of the most interesting tips. A series of Make Do And Mend workshops were set up and held in John Lewis stores, enabling journalists from a variety of backgrounds to be invited and gather firsthand experience.

 

The outcome

 

The initial announcement was covered on BBC Breakfast, BBC Radio 4's Breakfast, BBC Radio 4's Today programme, the BBC News Channel and on several regional BBC radio stations. Print coverage was equally extensive including a story in the Daily Mail, The Daily Telegraph, London Evening Standard, The Guardian, The Scotsman and regional press. A feature on the BBC News website formed part of the online coverage.

 

The new version of 'Make do And Mend' was the top selling book in John Lewis for several weeks, outpacing sales of the next best seller, Jamie Oliver's new cookbook, by four copies to one. The Partnership had to order two rush reprints to cope with the demand and had two serious approaches from publishers.

 

The project managed to unite partners and enhance John Lewis's position as the most responsible and trusted retailer on the High Street.  It also served as an effective stimulant to customer behaviour and a precursor to record-breaking profits for the Partnership in the teeth of one of the deepest recessions for decades.

 

The underlying theme, ethos and values behind the ‘Make Do and Mend’ concept remain central to the John Lewis personality both internally with partners and externally in consumer marketing and advertising.   Notably the Partnership’s broadcast advertising strategy last Christmas focused on the small steps that we can take as gift givers, a direct extension of the spirit of financial modesty that was central to the Make Do and Mend campaign.