Watch: John Lewis puts price centre-stage for first time in Anyday campaign

The department store group, which is in the midst of a turnaround programme, sees Anyday as fundamental “to grow market leadership across homewares, technology, baby care and baby clothing”.

The campaign, including a TV ad, will feature products such as a £2 mug, a £20 mirror and a £35 high chair.

The TV ad, by agency Adam&eveDDB, will air for the first time on ITV this Sunday, during the drama series Innocent, and is part of an integrated campaign taking in the John Lewis website, store windows, social media and online.

The campaign will be more weighted towards digital channels as the retailer targets “slightly younger customers and families who we know find inspiration from and shop on digital and social channels more than other customers”.

It will also be promoted through Waitrose channels as the department store and its grocery stablemate seek to gain synergies as part of the John Lewis Partnership.

John Lewis launched Anyday, priced on average 20% lower than its existing own-brand range, last month. The range comprises approximately 2,400 products across homewares, technology, baby care and baby clothing, with another 1,000 items to be added this autumn.

John Lewis partner and customer director Claire Pointon said: “Anyday offers John Lewis quality and style at everyday prices and this is the central thought behind our new advertising campaign.

“The campaign feels different in tone and creative from our usual adverts because we really want to showcase how customers live their lives, and highlight the role we can play in their everyday lives.

“In the advert, we’ve purposefully placed our Anyday products in real, everyday-life moments, which they can relate to, encouraging them to consider John Lewis as a place they can come and shop with us for more frequent, everyday items.

“We’ve called out the price of our products for the first time ever in TV advertising.”