Silentnight is back on UK TV screens after launching its biggest ad campaign in a decade.
The brand is investing over £1m in the campaign, which will see its ads air on Channel 4 and Sky channels along with out-of-home placements at railway stations. The investment also includes ads on YouTube and an influencer campaign.
The burst is the group's biggest above-the-line investment for a decade. The ads feature a range of characters – designed to represent the diversity of the UK – rushing to get home to bed, with the tagline ‘Sleep great, Britain’.
Silentnight has manufactured its mattresses in Barnoldswick, Lancashire for 75 years. It also has an office in Lincoln Square in Manchester city centre.
Ian Lambert, Silentnight’s CMO, says: “This is a major investment by Silentnight as we continue our work to ensure we maintain and strengthen our position as the UK’s most trusted sleep brand. Our mattresses are in homes up and down the country with millions of Britons relying on us to get a great night’s sleep.
“The theme of our 'Sleep great, Britain' campaign reflects both our heritage and the role we play. We can’t wait to see the new campaign hit screens and billboards across the UK in the coming weeks.”
'Sleep great, Britain' was developed by Manchester-based creative agency Dinosaur. The campaign launches on 30th September, running for five weeks.
