herdysleep: Bringing the Lake District home

Propaganda has worked with the team at herdysleep to evolve the brand and creative strategy, firmly linking it with its roots in the Lake District.

Offering a premium natural mattress, the brand stands for passion, a passion for combining traditional craftsmanship with innovation, passion for the very best responsibly sourced materials, and passion for supporting a Lake District farming community.

Propaganda’s research got under the skin of mattress consumers uncovering a declining relationship with sleep as well as the impact and stress that a poor night’s sleep is having. We capitalised on the opportunity to create a distinctive brand (in a world of ‘me too’ disrupter brands) emphasising the brand’s link to the peace and tranquility of the Lake District – an idea which really resonated with customers.

Propaganda has brought this love for the Lakes to life with a series of stunning Lake District images which are at the heart of the ‘Sleep Soundly’ campaign, which uniquely portrays the serenity consumers were searching for. The new campaign will launch online and in 11 Barker and Stonehouse stores Summer 2018.