When John Lewis in Cardiff wanted to drive footfall to its home, electronics and technology departments, they turned to Freshwater. As well as furnishing its PR plan with all the basics, Freshwater designed in some added creativity to create a real buzz about the iconic brand.
We arranged for one of Wales’s best performance poets, Rhian Edwards, to be Poet in Residence on National Poetry Day, running workshops with customers, school pupils and students encouraging them to write poems themed around the home.
As a follow up to this, Freshwater worked with the National Poet of Wales, Gillian Clarke, to write a poem based on the theme of ‘Home’ to mark the shop’s third anniversary. This was blown up two metres high and exhibited in pride of place as part of the shop’s autumn window display.
The campaign generated a lot of buzz on Twitter and in the national press, with the Independent and the Guardian both picking up on the story, and the Guardian inviting readers to pen their own odes to John Lewis. Not bard!