178-year-old bedmaker launches first TV campaign

Harrison Spinks' first TV advert airs on Boxing Day

A fifth-generation family bedmaker, which was established in Yorkshire in 1840, will launch its first ever TV advert on Boxing Day as part of a multimillion pound consumer marketing campaign.

Harrison Spinks employs more than 600 people at its manufacturing facility in Leeds and runs its own farm in Yorkshire where it grows crops and keeps sheep which provide natural materials for its mattresses.  It also owns a 56-acre forest where it produces timber felled by its own “slumberjacks”.

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 Harrison Spinks.

The 30-second advert breaks on Boxing Day across ITV1, Channel 4 and Channel 5 and includes the ITV 1 commercial break between Coronation Street and the James Bond film Quantum of Solace.

The campaign was filmed exclusively on location in Yorkshire, voiceover was provided by Leeds-born actor Matthew Lewis and the accompanying music was written and performed by Hyde Park Brass, also from Leeds.

Esme Westmoreland, head of marketing at Harrison Spinks, said: “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 advert 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.”

In a further nod to its Yorkshire provenance, Harrison Spinks is using a raft of regionally-headquartered agencies on the wide-ranging consumer campaign.

Leeds-based Brass Agency handled the production of the advert from conception to playout, taking inspiration from the brand’s strong Yorkshire heritage and unique, vertical integration story.

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; North East-based Richard Oliver is directing the ad.

The consumer campaign will run until June 2019 and will drive brand awareness and support commercial growth for the £57m-turnover bedmaker.  Almost 1,000 retailers have received in-store POS, including bed sashes, window vinyls, foot ends and hanging boards as part of the launch.

 

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