Red Tractor Launches New 12 month Consumer Campaign Featuring Hypnos’ Wool Mattresses
Red Tractor marks the start of a 12-month campaign in the United Kingdom with a return to TV advertising, promoting its rigorous standards scheme for British farms and giving consumers assurance that what is produced is safe, traceable and farmed with care.
Launching across popular TV spots, BVOD, YouTube and online in April, this campaign aims to reach 4 in 5 main shoppers by the end of the year, building upon Red Tractor's already high awareness with 78% of main shoppers aware of the logo, and three-quarters of those seeing it as an independent source they can trust (equivalent to 15.5 million shoppers)*.
Hypnos beds are proud to feature within the campaign, as part of the popular ‘How Do They...?’ online video series, explaining how they create mattresses from Woolkeepers® wool via Red Tractor assured farms and outlining the importance of this traceable British fibre.
James Keen, Chief Executive at Hypnos comments: “As the only bedmaker to use huge quantities of traceable Woolkeepers® wool from Red Tractor assured farms in our mattresses, we are delighted to be involved in Red Tractor’s latest campaign. This helps raise awareness amongst consumers about the importance of opting for products that are independently certified as safe, traceable and farmed with care, but to make it easier for them to shop more responsibly with confidence.
At Hypnos, we have made it our mission to inspire everyone to sleep sustainably, and that starts with sourcing the finest natural, traceable and sustainable materials. By working with certification partners such as Red Tractor and The Woolkeepers® since 2019, we can offer a responsible supply chain tracing raw materials back to their origins. This ensures that our retailers can provide their eco-conscious consumers with the peace of mind that Hypnos mattresses offer complete comfort with integrity.”
The Red Tractor ‘How Do They...?’ series, has already delivered a reach of 3 million UK consumers, and traces a host of well-known brands and products including Weetabix, Silver Spoon Sugar and Cathedral City, right back through the supply chain to the British farms they came from, highlighting the care, attention and rigor that goes into every part of the Red Tractor assurance chain and discovering fascinating industry secrets on the way.
In the series, Red Tractor together with Hypnos and The Woolkeepers®, highlight the important differences of the traceable, assured wool, demonstrating how the wool is selected, right through to how Hypnos crafts a mattress in line with its commitment to sustainable sourcing and traceability.
Richard Cattell, Head of Marketing & Commercial at Red Tractor comments: “Our farmers take enormous pride in the way they rear their animals and grow their crops, so it was important that this was highlighted in the production of our advert and our ‘How Do They...?’ series. Our previous campaign really connected with consumers, so we’re excited to bring back some of the characters and visual charm, and hope that we can make navigation that bit easier for those shoppers who are looking for products that are independently certified as safe, traceable and farmed with care, such as Hypnos mattresses.”
Red Tractor’s campaign launches on 1st April and marks the start of a 12-month campaign across TV and social media. To see how Hypnos builds a mattress right through from the shearing of the sheep to the handmade stitching, view its ‘How Do They’ episode with Red Tractor and The Woolkeepers® at www.redtractor.org.uk.
*Source : Yougov survey 2,000+ GB adults Nov 2021