In mid 2009 John Lewis was struggling in a very challenging financial climate. Recent advertising investment had been ineffective and a new approach was required. A bold decision to use highly emotional advertising, particularly on TV, generated a huge amount of interest in the brand which resulted in more visitors, coming more frequently who spent more money. The campaign generated £1074m of incremental sales and £261m of incremental profit in just over two years. Thousands of partners also benefited, as the profitability of John Lewis communications enhanced the annual bonus that they share.