As Britain's favourite retailer, John Lewis is well known for its extensive product range and "never knowingly undersold" promise. Less well known, however, are its wide range of home furnishing and its unique customer services. Historically John Lewis had had very little presence in Home Interest titles favouring the national press. IPC Home interest titles deliver an audience that can't be reached through national press and offer a tightly targeted readership that are actively interested in their home.

John Lewis wanted one marketing communication that would help position the store as the leader in home furnishings and services, and so the proposal was to create a generic booklet that would match all of our Home interest titles.The creative had to combine John Lewis' two very different centrally themed promotions and showcased their products within an editorial environment.

IPC Creative Solutions developed a 24 page A5 Supplement named "Your Home, Your Way". The booklet, which showcased the new season's products and JL home furnishing services, sat within a double page advertorial that was created individually for each of the brands. This allowed the booklet to reflected the editorial feel of each of the magazines. The booklet was supported by in-store reader events in conjunction with Ideal Home, a competition and e-newsletter. It was also the first to special project to run across ALL of IPC's Home interest titles.

The "Your home your way" supplement proved to be a very effective communication mechanism for John Lewis, generating a positive impact on in-store footfall & customer enquiries for home furnishing services for many months after the campaign. Research conducted by IPC Insight found that the supplement had: High impact -over half of readers remembered seeing it. High readership -87% of those who saw the supplement read it. High retention -61% of those who saw it kept it for future reference. A positive impact on awareness for all the home furnishing services featured.

The key learnings from this campaign, was that with a good well-thought through creative, it is possible to achieve the marketing objectives of getting a good established brand onto the home-front to interest readers and achieve salience/good recall. In this case, utlising a well designed supplement for several home interest magazines.