Retailer John Lewis has announced the return of its ‘Never Knowingly Undersold’ price promise as the cost of living crisis continues to impact retailers.

The campaign will include updated policies and a new advertising and brand platform, refreshing the messaging for the modern era of shopping.

The ‘Never Knowingly Undersold’ commitment sees John Lewis price match with other retailers to ensure that their customers are getting the best deal. The policy has been refreshed to reflect how consumers shop in the modern era. From today (Monday 9th September), John Lewis will be using AI technology to price match with 25 major UK retailers both in-store and online.

Launching alongside the refreshed price promise is a new brand platform created with the help of Saatchi & Saatchi, enitled ‘Live Knowingly’. The platform sets out to celebrate John Lewis and is built around the themes of knowing and wisdom. The idea is that wisdom is a driving force in understanding ourselves and our loved ones and the platform will position John Lewis beside that as a facilitator of such wisdom.

A new ad campaign is set to go live on 19th September with a TVC spot that will air during Gogglebox on 20 September and Bake Off on 24 September. The spot will be the first in a trilogy of films where the theme of ‘Knowingly’ will be explored in ads that run over the seasonal peak.

The 90-second film, created by Saatchi & Saatchi, is set to celebrate pivotal moments in John Lewis’ rich history, demonstrating enduring value and values.

“Our launch ad travels back to 1925 when we first introduced Never Knowingly Undersold, through the perspective of our Oxford Street shop window. The enduring value and values John Lewis represents are as important today as they were a century ago,” says Charlotte Lock, John Lewis Customer Director.

She continues: “You can expect the most exciting Golden Quarter ever from John Lewis, full of shop investment, new partnerships, new brands and experiences and a series of very special adverts starting with this one. We are starting a conversation about what it means to ‘Live Knowingly’ and are doing so with John Lewis’s signature British eccentricity.”