Food chain assurance scheme Red Tractor has launched a 12-month campaign with a return to TV advertising, and featuring partner Hypnos within an online video series.
The new advert first airs tonight on Concert for Ukraine on ITV, and is expected to reach some 13-15 million viewers.
Launching across popular TV spots, BVOD, YouTube and online this April, the campaign aims to reach four in five main shoppers by the end of the year.
Hypnos features as part of the ‘How Do They’ online video series, in which the bedmaker explains how it creates mattresses from Woolkeepers wool via Red Tractor-assured farms, outlining the importance of this traceable British fibre.
James Keen, chief executive at Hypnos, comments: “As the only bedmaker to use huge quantities of traceable Woolkeepers wool from Red Tractor-assured farms in our mattresses, we are delighted to be involved in Red Tractor’s latest campaign. This helps raise awareness amongst consumers about the importance of opting for products that are independently certified as safe, traceable and farmed with care, but to make it easier for them to shop more responsibly with confidence.
"At Hypnos, we have made it our mission to inspire everyone to sleep sustainably, and that starts with sourcing the finest natural, traceable and sustainable materials. By working with certification partners such as Red Tractor and The Woolkeepers since 2019, we can offer a responsible supply chain, tracing raw materials back to their origins. This ensures that our retailers can provide their eco-conscious consumers with the peace of mind that Hypnos mattresses offer complete comfort with integrity.”
The Red Tractor ‘How Do They’ series has already delivered a reach of 3 million UK consumers, and traces a host of well-known brands and products including Weetabix, Silver Spoon Sugar and Cathedral City, back through the supply chain to the British farms from which they came.