The Sleepy’s mattress store chain is debuting the largest ad campaign in the company’s 56-year history. The $75-million effort with the tagline “Making the World a Better Place To Sleep” is via Publicis Kaplan Thaler NY. The new campaign also marks the first time the retailer has worked with an outside ad agency. Previous work was done in-house, says The Chicago Business Journal.
For most of its history, the privately-owned Sleepy’s has operated retail mattress stores up and down the East Coast. But in June, the company opened its first 10 stores in the Chicago area.
Sleepy’s is unveiling new TV, radio, print, digital and out of home advertising to coincide with a major expansion into the Midwest. The campaign is intended to create brand awareness for Sleepy’s as a retailer that employs a team of so-called “mattress professionals.”
One TV spot titled “Our First Place” shows an obviously-smitten young couple in a playful mood as they set up their first apartment together. A new mattress, of course, is a major centerpiece of the new living arrangement. This commercial and others in the campaign feature an original song “Dreams Come True” performed by the band 1985.
The new campaign will run in Chicago and other major Sleepy’s East Coast markets, including New York, Philadelphia, Boston and Washington, D.C.
Sleepy’s has more than 900 retail stores in 15 states. The company also operates 10 distribution centers that deliver over 3,000 mattresses daily.