Rosewood’s Joules Dog Bed Featured in John Lewis Christmas Advert

Rosewood Pet Products is celebrating a standout moment for its exclusive Joules pet collection, with the Joules Festival Floral Dog Bed featuring in the prestigious John Lewis Christmas 2026 advert, which aired this week.

This year's much-anticipated Christmas campaign tells a heart-warming story of family, nostalgia and the joy of thoughtful gifting, with an unlikely star stealing the show: Pickles, a vintage wooden pull-along dog who springs to life.

The advert follows grandmother Gloria as she searches for the perfect Christmas present for her grandchildren. When she considers resorting to putting cash inside their Christmas cards, Pickles has other ideas, encouraging her to put more thought into her gifts. The pair embark on an unexpected festive adventure, ultimately inspiring Gloria to create a magical surprise that brings the family closer together.

Set to Sam Fender's moving cover of The Rolling Stones' classic You Can't Always Get What You Want, the campaign celebrates the sentiment that the most meaningful gifts are those chosen with love and thought.
For Rosewood, there is an especially exciting moment towards the end of the advert, with the Joules Festival Floral Dog Bed featuring in the final frame, giving the product a prominent place in one of the year's biggest festive advertising campaigns.

To celebrate the occasion, Rosewood has created its own playful social media spin-off, featuring Rodney relaxing in his Joules Festival Floral Dog Bed, with the wooden dog toy beside him as they watch the John Lewis advert together. The creative provides a fun nod to the original campaign while celebrating the product placement with Rosewood's own audience.

Kate Burnett, Category Manager at Rosewood Pet Products, who manages the Joules licensing relationship and works closely with the Joules team on the development of the collections, commented:

“It's fantastic to see our Joules Festival Floral Dog Bed featured in such a high-profile Christmas campaign. We work closely with the Joules team to bring their distinctive design identity into the pet sector, creating collections that combine their signature style with the quality, comfort and practicality pet owners expect. Seeing one of our products take centre stage in the John Lewis advert is a wonderful achievement for everyone involved.”

Victoria Downes, Licensing Manager at Joules, also shared her excitement, commenting:

“This is so exciting! Thank you so much to John Lewis & Partners for featuring our Joules Festival Floral box bed. Thank you, as always, to our amazing partner Rosewood Pet Products Limited for making this happen!”

Rosewood Pet Products holds the exclusive Joules licence for pet products, bringing the brand's distinctive British heritage, contemporary country style and signature designs to a collection of beds, toys and accessories for dogs.

With the John Lewis Christmas advert generating significant national exposure for the Joules brand, Rosewood is encouraging independent pet retailers to capitalise on the publicity and consumer interest by stocking up on the collection ahead of the festive season.

Now is the perfect time to put Joules in the spotlight in-store and make the most of this exciting national exposure. Contact your Rosewood sales representative to explore the collection and secure stock while the festive spotlight is shining on Joules.