Dreams and Glasswells shared new marketing and shopping awards at the 2022 Bed Industry Awards winners at the Bed Show Gala Dinner in Telford.
The Power of Sleep campaign by Dreams, in partnership with Team GB and ParalympicsGB, won the NBF’s first Best Marketing Campaign. In less than a year, Dreams, with its top athlete ambassadors, became the brand most associated with ParalympicsGB by its target audience, and the second most associated with Team GB. Its social media reached 35.5million people and the new Dream Team product range now accounts for a significant amount of mattress sales volume.
Finalists were Linthorpe Beds and Mattress Online.
The judges were Phil Bennett, PIP Creative and Richard McMurrough, The Propaganda Agency.
In another new category, Outstanding Bed Store of the Year was Glasswells, Bury St Edmunds.
The NBF Marketing Committee produced a shortlist for this award that was then mystery shopped by an agency to reveal the winner.
From exceptional kerb appeal and immaculate presentation of products to merchandising and excellent product knowledge, Glasswells’ flagship shone as a store that truly knows its products, its customers and what is required to support staff to deliver the best possible service.
Bradfords of Evesham and Housing Units of Manchester were the finalists.