Relaunching an iconic brand mascot for Mattressman

Our first national brand campaign for Mattressman, Britain’s biggest online mattress specialist, has landed – and it’s a big one.

We’ve brought Mattressman’s iconic brand mascot back to champion a new brand promise of Unbeatable sleep, as the national retailer looks to grow its market share and stand out in one of retail’s most competitive categories.

The work continues our creative partnership with Mattressman, which began in 2024, as the brand’s full-service marketing agency.

Rethinking what better sleep really means

Our strategy was to reframe what a good night’s sleep looks like – and how it makes you feel.

Because when you sleep better, you live better. And when you save smart, you have more for what matters. That’s what unbeatable sleep is all about.

Helen Littlewood, our co-founder, said: “Mascots are making a serious comeback. They give brands a relatable identity and a playful edge that audiences love. But this isn’t simply about nostalgia. It’s a strategic, creative move that uses a much-loved brand asset to tell the story of unbeatable sleep.

“People want to connect with brands that make them smile and feel something. Mattressman is a fully fleshed out character – confident, memorable, and made for modern audiences. We can’t wait to roll him out across every channel, from in-store experiences and trending social content to radio and TV campaigns.”

A brand mascot that’s built to live everywhere

Mattressman will be the star of our new brand and social strategy, which is designed to drive real-world activations, community engagement, and long-term fame. We’ve designed him to live across every touchpoint – on your feed, online, and in-store – bringing warmth, humour, and fun back to the category.

Jodie Huggins, Head of Brand at Mattressman, said: “It was time to bring joy and personality back into the mattress buying experience. The new Mattressman character is our champion for better value – a unique, much-loved mascot that our customers have called for the return of since 2022.

“As shopping becomes more digital and less personal, we’re seeing consumers crave warmth, humour, and authenticity from the brands they trust. Our new mascot will help us to connect with our key audiences online and in-store going forward.”

A new chapter begins

The new campaign marks the start of Mattressman’s next chapter, following record sales for 2024/25, a Retailer of the Year award from the National Bed Federation, and three new store openings across Norfolk, London, and Essex.

For us at OneAgency, it’s another example of how bold ideas, strategic planning, and creative flair come together to transform brands – proving that even in a functional category, warmth always wins.