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By The Drum Team | Staff Writer

April 13, 2011 | 1 min read

The first advertising campaign for bed retailer Dreams since the appointment of creative agency RKCR/Y&R is set to roll out.

The campaign, the first since RKCR/Y&R was appointed in February, aims to bring to life the brand’s ambition to help people across the UK have ‘a great night’s sleep’, and marks a shift away from previous price-led campaigns, and includes the end line ‘We won't sleep till everyone’s in their Dream bed’.

A series of accompanying promotional adverts will roll out to support the TV campaign.

Mike Butler, marketing director for Dreams, said: "Dreams has always offered great value and we now want to highlight our ability to match customers to their Dream bed".

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The account moved after the administration of previous creative agency Robson Brown, which also lost the media buying account to Starcom in March.

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