John Lewis is set to relaunch its iconic ‘Never Knowingly Undersold’ campaign after a two-year hiatus, marking the revival with a large-scale national campaign that will kick off on 19 September. The reimagined price promise aims to align with modern shopping habits, integrating AI technology to ensure customers receive the most competitive prices both in-store and online.
The refreshed ‘Never Knowingly Undersold’ promise will begin on 9 September, with John Lewis now committed to matching prices across 25 major online and high street retailers, including Amazon, M&S, Boots, and AO.com. If customers find a lower price at any of these retailers within seven days of their purchase, John Lewis will refund the difference, reinforcing its dedication to delivering value and fairness.
This ambitious move is part of a broader, multi-million-pound investment to modernise the John Lewis brand while staying true to its century-old commitment to quality, service, and price. The relaunch will be supported by the brand’s largest-ever marketing campaign, featuring actor Samantha Morton and singer Laura Mvula, celebrating 100 years of ‘Never Knowingly Undersold’ and setting the stage for the next century of customer satisfaction.
Chief Executive Nish Kankiwala emphasised the significance of the campaign’s return, stating, “One hundred years ago, John Spedan Lewis created Britain’s most innovative and famous brand mantra. Today, we’re kick-starting our brand for the next 100 years, the perfect fusion of heritage and British eccentricity blended with radical relevance for the modern customer.”
This initiative is a key milestone in John Lewis’s ongoing transformation, reaffirming the retailer’s position as a leader in customer service and trust. As the brand adapts to the evolving retail landscape, it remains committed to upholding the values that have made it a household name for generations.
