Lancashire manufacturer invests £3m into marketing budget

Accrington bed maker, Bensons for Beds, has invested £3m into a promotional campaign, filmed on the shores of Buttermere in Cumbria, following its rescue last year.

A pre-pack deal with administrators last July saved 1,899 jobs at the Lancashire company alongside moves that injected £25m of new investment to grow the business.

Now, just a week after outlining strong pent-up demand from customers, the firm is launching a major advertising campaign – its biggest since the end of lockdown restrictions and the re-opening of so-called non-essential stores.

Filmed on the shores of Buttermere, Cumbria, ‘Wake up in a good place’, reinforces Bensons’ deep expertise in sleep and its role in refreshing the mind, said the company.

Over the next eight weeks, the £3m multi-channel campaign will emphasise the power of a good night’s sleep.

In support of the campaign, Bensons today outlined research that showed that more than two in five Britons (41%) said their sleep had deteriorated since the start of the pandemic.

What’s more, a third (36%) said they found it hard to sleep because of worries with families, finances and lockdown restrictions heading the list of concerns.

And the quality of sleep also seems a challenge – almost half of people (47%) weren’t now sleeping through the whole of the night.

Bensons’ marketing director, Helen Nunn, said: “We know the last 18 months have been tough for many – we’ve all been impacted in one way or another.

“And that’s why we believe reminding people to relax, find a place to switch off and set themselves up for sleep that refreshes the mind, is a message that will resonate strongly.”

Bensons’ sleep expert Dr Sophie Bostock said: “Sleep is incredibly important for our emotional wellbeing, as well as our physical health. This campaign is a great reminder that one of the simplest things you can do to start your day feeling positive, is to protect a good night’s sleep the night before.”

The TV campaign launches a week after Bensons confirmed its business was stepping up its transformation plans as sales bounced back following the easing of lockdown restrictions.

One year on from its refinancing deal, the nationwide bed and mattress retailer reported significant pent-up demand from customers at its reopened its 180-plus store network and continued strong online sales.

It continues to invest in marketing, manufacturing, digital transformation and remodelling its store estate with new stores opening in Paisley, Orpington, Southport and Hull.