The new identities reveal a new wording for both companies, which going forward will be known as John Lewis & Partners and Waitrose & Partners. This emphasis on the firms’ partnership model is intended to mark out a clear difference for both brands in the crowded and competitive marketplaces they inhabit.

This is also the first time that the two brands (which are both owned by John Lewis Partnership) have released an ad campaign together. The spot, which is set to a version of Queen’s Bohemian Rhapsody, is created by adam&eveDDB, the agency behind both John Lewis and Waitrose’s advertising in recent years.

When the decision to add ‘& Partners’ to both company names was revealed earlier this summer, following the announcement of a profit warning by John Lewis Partnership, it was met with mixed opinion.

It comes with a significant ad push, however, with Craig Inglish, Customer Director for John Lewis & Partners describing it as the businesses’ “biggest ever marketing campaign outside of Christmas”.

In the use of Dougal Wilson though, it is on safe, recognisable ground for customers (of John Lewis especially), with Wilson delivering three of John Lewis’ phenomenally successful Christmas ads (Buster the Boxer, The Long Wait, and Monty The Penguin) as well as the highly charming Tiny Dancer spot for John Lewis Insurance. This new ad shows off once again Wilson’s great skill at getting children to tug at an audience’s heartstrings, while simultaneously making them laugh: a powerful (if now somewhat familiar) combination.

Outside of this film however, the emphasis of the rest of the campaign will be on the Partners themselves. Central to the campaign is a manifesto which will appear in print ads and will be spoken by real Partners from John Lewis and Waitrose in films that will play in shops and online.

Partners will also feature in fashion, home product and food films which will run on the brands’ social channels. Supporting print ads will hero products designed and sourced by Partners and will showcase the businesses’ Partner-led services.

“Our new identities bring the brands much closer together and both brands will benefit,” says Martin George, Customer Director for Waitrose & Partners. “From now on when one of us advertises there will be a halo effect for the other brand as customers recognise that ‘& Partners’ means we’re the same company and that all 85,000 of us are owners.”

Created by Pentagram, the new core brand logotype for John Lewis & Partners, Waitrose & Partners and the John Lewis Partnership was inspired by the original work for the John Lewis Partnership logotype designed by Hans Schleger and Peter Hatch in the early 60s.

Back then the logo used pattern as a central part of the brand expression. The new identities continue this spirit and use the exact same weight and thickness of the original lines created for the John Lewis Partnership diamond symbol and pattern.

The new identities were unveiled this morning on key central London stores for both brands as well as on johnlewis.com, waitrose.com, selected lorries and vans, carrier bags, uniforms, trolleys, marketing activity and internal shop signs.

The full identity change to all 348 Waitrose and 50 John Lewis shop façades and products, and the combined fleet of 3,500 lorries and vans, will be phased over a number of years.