Dreams has tasked M&C Saatchi to steer its advertising, beginning with a nationwide push to reposition the brand as an expert on all things sleep related rather than just a bed specialist.
The campaign debuts this evening on ITV with an ad that introduces the strapline ‘What Dreams are made of’. It builds on the ’Replace Every 8’ and ‘Because your sleep matters’ tags that came before, acting as a way for Dreams to emphasise its end-to-end offering as well as trumpet its UK manufacturing credentials post-Brexit referendum.
Dreams calls this its ‘Made in the UK’ proposition, which sits at the heart of the ad. Narrated by Jonathan Creek star Caroline Quentin, the TV spot follows a sleeping couple atop a Dreams’ mattress as it is transported from factory to their home, all while under what the brand describes as the “careful care” of its factory staff and delivery drivers.
The M&C Saatchi-creative is soundtracked by a cover of Dreams by the Cranberries,, performed by British artist Amber Leigh Irish, who will also star in a video recording of the track, which Dreams will release as a single. All earnings from its sale will go to the Fostering Network, a fostering charity with whom Dreams partners.
Lisa Bond, marketing and ecommerce director, said: “This campaign shows you everything that is special about Dreams. The advert depicts our dedicated staff, some of whom actually appear in the video, doing what they do best. The company is now in a place where we can offer British made products from our own factory across the country, so we wanted to shout about this from the rooftops.
“From a brand point of view, the campaign delivers exactly what we wanted it to; that there is nobody our customers can trust more than us to deliver the perfect night’s sleep.”
The new campaign comes just over a year after Dreams appointed Creature to handle what was reported to be its £20m ad business. It lasted a matter of months before the mattress retailer put the account up for pitch again.
The arrival of a fresh advertising could also buoy Dreams’ hopes of a £400m flotation on the stock exchange later this year. It has hired consultants to assess the move as well as see whether there are any buyers interested in an acquiring it.
Private equity investors Sun European Partners hope to cash in a business they bought out of administration in 2013 and have since pursued a brutal overhaul of the business that saw 90 shops close and the arrival of former Asda and M&S director Mike Logue to lead the turnaround plan.
It would appear the efforts have worked; earlier this year, the business revealed that pre-tax profits jumped 136% to £32m in the year to December 24. Sales climbed 20% to £280m, while like-for-like sales jumped 14.1%, spurred by a new marketing campaign.