The National Bed Federation is to urge consumers to look for the ‘Big Tick’ NBF Approved logo in an online advertising campaign which kicks off this weekend (Spring Bank Holiday).
A series of animated display adverts will pop up as consumers browse the internet for mattress and bed purchases. Over the next six months, it is expected the £50,000 campaign will clock up more than 29 million online impressions. A special one page microsite – www.sleepsafesleepsound.co.uk – which has been developed to support the campaign, provides a brief overview of the scope of the Code and a list of approved brands consumers can check before they buy.
“In a recent consumer survey of bed buying habits conducted by the NBF, 36% of respondents said they had seen the Approved logo, which is a pretty good start,” said NBF executive director Jessica Alexander. “But we wanted to increase awareness and to demonstrate our continued commitment to the Code. It’s not a one-off exercise – we are developing its scope all the time and have a programme of re-auditing which will ensure all members are audited at least every two years.”
“We want to keep on reminding consumers that they can buy an NBF member’s products with confidence, knowing that they are safe, clean and honest,” says the NBF’s new President, Ebrahim Patel. “This new campaign will hopefully bring what we are trying to do to the attention of many more of them.”