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Bensons looks to branding rather than price

BeBensonsBensons Beds has become the latest retailer to look to promote its brand rather than price.

The bed chain’s new Be Bensons advertising campaign looks to ‘build an emotional connection with its target audience,’ rather than promote discounts.
The advertisement showcases a variety of everyday bedroom situations, from traditional scenarios featuring a couple having breakfast in bed on a Sunday morning to more comical situations where a young child squeezes in to their parent’s bed leaving them hanging off either edge.
‘Through the wide variety of scenarios showcased, the ad campaign tells a story that everyone will relate to,’ says Lynda Matthews, Bensons head of marketing.
‘We understand that for our customers, our beds offer so much more than a place to sleep. Whether it’s having family cuddles on a Sunday morning, snuggling up with a good book before bedtime, or skyping a friend in Australia, our beds offer a hub of comfort in people’s homes. The “Be Bensons” campaign recognises how everyone uses their beds for different reasons at different times and brings to life some of these moments in a way we hope everyone will relate to and love.’