Bensons for Beds Campaign Proves Its Sleep Obsessed

Bensons for Beds, the leading UK bed and mattress retailer, announces a new 360 campaign by full-service communications agency krow Group, unveiling the brand’s refreshed positioning. The campaign – which marks the first project by krow Group since being appointed as the lead creative agency in July – highlights Bensons for Beds updated focus on its obsession with a good night's sleep.

krow Group was tasked with launching Bensons for Beds latest strategic positioning through a new creative idea, ‘Sleep is our obsession’, as well as driving consideration and awareness. To increase traffic during this key sales period and appeal to comfort-conscious consumers, the campaign emphasises that Bensons for Beds is more than just a bed expert. Its passion for sleep drives the brand to go above and beyond, ensuring everyone can experience the transformative power of better sleep.

To show how Bensons for Beds expert staff obsess over every detail of their sleep craft, the creative focuses on behind the scenes rather than the showroom. Shot in a predominantly white space accented with purple to reflect the brand's identity, the Bensons for Beds team is shown meticulously inspecting beds for quality and value while continually enhancing their ‘beducation’.

The 360 campaign will be rolled out in-store and across TV, radio and social channels, Meta and Pinterest, and will also be supported with influencer activity where content creators will go ‘backstage at Benson's’.  

The7stars is the media agency for this campaign.

Lisa Richards, head of marketing, Bensons for Beds comments, “It’s been great to kick off our new partnership with krow Group with the launch of our new strategic positioning, ‘Sleep is our obsession’. This period is such a key moment for us and the campaign truly emphasises our passion for helping our customers find the perfect bed to help them get their best night's sleep”.

Darryl George, group executive creative director, krow Group adds, “We’re excited to launch a new positioning and creative campaign for Bensons for Beds that will cut through the bedroom clutter. It’s a crowded market, so the attention-grabbing and flexible brand world we’ve created for them will help us communicate craft, product and promotional messages effectively in every channel”.

Josh Jenkins, client lead at The7Stars, said, It’s been great working with krow and Bensons for Beds to bring this new strategic positioning to life through a targeted, multi-channel media strategy. Using three years of data, we’ve developed a video-first campaign and introduced new media formats, such as broadcast AdPause, to maximise brand visibility during this busy period. We can’t wait to see the results.”