Case Study: John Lewis achieves 100% store pick-up and up to 202% product sales uplift with John Brown Media's Cook Edition

A unique cross-platform publication positioning John Lewis as the number one destination for kitchen kit

John Lewis engaged John Brown Media to raise awareness of its cook and dining ware ranges and drive higher spend both in-store and online. The brief was to showcase the breadth and quality of products while encouraging customers to experiment with new recipes and kit — delivered as an omnichannel content proposition centered on the Cook Edition publication (print magazine, video, digital and app).

John Brown Media created Cook Edition: a quarterly newspaper‑style magazine with chef‑led recipes, step‑by‑step guides, video content, in-store “Cooks’ Table” displays and a companion app that links directly to johnlewis.com. The campaign achieved a 100% store pick‑up rate, up to a 118% sales uplift on featured individual products and a 202% uplift on featured ranges, with content extended across the John Lewis website and social channels.

John Lewis

Craig Inglis

Marketing Director