John Lewis will launch the second phase of its latest ad campaign today. For the first time in the department store’s 144-year history, it will feature employees.

Members of staff – who have written some of the ad copy themselves – will star in ads, to run in the press, on the radio and online.

The first phase of the campaign, designed to communicate what makes the John Lewis shopping experience distinct, was launched last month.

Last week, the department store chain posted an 8.3 per cent fall in sales.