Top 100 retailer Bob’s Discount Furniture, one of the industry’s most creative marketers, recently highlighted its long-standing partnership with independent mattress producer Blue Bell Mattress in its newest television commercial. The ad showcases Blue Bell employees manufacturing the retailer’s best-selling Synergy mattress.
Featuring the “actual fleshy hands” of the Blue Bell employees as they construct the beds, the humorous commercial is the first to be shot inside a vendor’s factory in more than 20 years.
Bob’s marketing team turned to its long-time partner because of its close working relationship and the factory’s proximity to its corporate offices. Blue Bell has been manufacturing Manchester, Connecticut-based Bob’s private-label bedding for more than 13 years and supplies the retailer’s 120 stores.
Narrated by an animated character called “Little Bob,” the commercial touts the features and benefits of the Synergy mattress, and says Blue Bell is “one of my favorite partner manufacturers” because of its focus on hand craftsmanship and the absence of robots.
“This was a fun project. Our employees had a blast taking part, and we were honored that Bob’s chose to feature us,” said Mark Kolovson, chief executive officer of Blue Bell Mattress. “Bob’s has been a retail partner for more than a decade, and the company consistently produces funny, but informative commercials that have helped grow its business.”
Like all of Bob’s television spots, the one featuring Blue Bell was written and produced by the retailer’s in-house marketing team. The newest spot is now airing in several markets where the retailer has stores.
“Blue Bell’s strict quality control and attention to detail has helped make the Synergy mattress a best-seller, and we appreciate them allowing our production team into the factory to interact with employees and see first-hand what goes into the making of a mattress,” said a spokesperson of Bob’s Discount Furniture. “They have been a great supplier over the years, and we are delighted to be able to feature the company in this new spot.”
The Bob’s production crew spent a day inside Blue Bell’s East Windsor, Connecticut factory gathering footage of employees working in all aspects of mattress production. Two of the workers – identified as Jessica and Boom-Boom – made the final cut and are shown operating sewing and tape-edging machines, respectively.
The Synergy mattress, which Blue Bell makes exclusively for Bob’s, is a hybrid model that features foam-encased individually wrapped coils and a layer of gel memory foam. It also has a second layer of foam – the specific type depends on the firmness level – for added pressure relief.
About Blue Bell Mattress: Blue Bell Mattress Co. Inc., based in East Windsor, Connecticut, is the largest U.S. licensee of King Koil brand products. Blue Bell sells King Koil branded and private-label innerspring and hybrid mattresses to bedding and furniture retailers serving customers in nearly 1,000 store locations from Maine to Florida and the Midwest. The company is also a licensee of Natura World. Founded in 1928, the company has factories in Connecticut and Michigan totaling more than 340,000 square feet. Boston-based Landon Capital Partners, a direct private equity investment group of the Landon Trust, acquired a majority interest in Blue Bell in 2017.