Weekender: Yorkshire bedmaker to launch first ever TV ad
A Yorkshire-based bedmaker, dating back to 1840, is set to launch its first ever TV ad on Boxing Day as part of a multi-million pound consumer marketing campaign.
Harrison Spinks, which is a fifth-generation family firm, 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.
The £57m-turnover company announced that the TV ad 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.
Lasting 30-seconds, the TV spot will air on Boxing Day across ITV1, Channel 4 and Channel 5, including 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, with Harry Potter actor Matthew Lewis providing voiceover work. The accompanying music was written and performed by Hyde Park Brass.
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.”
Harrison Spinks is also using a wide range of regionally-headquartered agencies on the consumer campaign.
Leeds-based Brass Agency handled the production of the ad from conception to playout; and 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 for the ad, which is being directed by Richard Oliver.
