Harrison Spinks will launch its first-ever TV ad on Boxing Day as part of a multimillion-pound consumer marketing campaign.
The TV spot follows the journey of a Harrison Spinks mattress from farm to factory, alongside one of the company’s hand-reared sheep. Everyone who features in the ad is an employee of the company.
The 30-second ad breaks on Boxing Day across ITV1, Channel 4 and Channel 5 and includes the ITV1 commercial break between Coronation Street and the James Bond film, Quantum of Solace.
Esme Westmoreland, head of marketing at Harrison Spinks, says: “Our first-ever TV and consumer marketing campaign is the culmination of 18 months’ work from our in-house marketing team and supporting agencies. We have repositioned the brand, developed a new website and launched our True Bedmakers proposition.
“Our TV spot first airs on Boxing Day and is part of a wider six-month B2C initiative that spans print, radio, digital, PPC and PR. This is not only our first TV campaign, it’s the first time we’ve created an integrated consumer-facing campaign in our almost 180-year history.
“The 30-second ad takes the viewer on a farm-to-factory journey, showing how Harrison Spinks is the most vertically-integrated bed manufacturer in the world – the true bedmakers.”
Harrison Spinks has employed a number of regionally-headquartered agencies on the campaign. Leeds-based Brass Agency handled the production of the ad. Meanwhile, Engage Interactive (website, digital and PPC), Propaganda (brand) and Umpf (media relations and consumer PR) are all based in Leeds, while Harrogate-based Alchemy is handling media buying.
In addition, Manchester-based Flipbook is providing animation and CGI.
The consumer campaign will run until June 2019 and will drive brand awareness and support commercial growth for the £57m-turnover bedmaker. As part of the launch, almost 1000 retailers have received in-store PoS including bed sashes, window vinyls, foot ends and hanging boards.