Dreams has signed a year-long sponsorship deal spanning Channel 4 streaming, UKTV and Great! TV is it aims maintain a continuous presence in front of British viewers.
The partnership, brokered by Havas Media UK, will place Dreams alongside a range of entertainment programmes under a bespoke ‘Entertainment You Love’ package.
Launching this month and running until July 2027, the campaign covers Channel 4’s streaming service and eight linear television channels.
Dreams will feature alongside shows including Frasier, Everybody Loves Raymond, Dexter, Dance Moms and Ray Donovan on Channel 4 streaming.
Its advertising will also appear around programmes such as EastEnders, Bangers & Cash, Only Fools and Horses and The Antiques Roadshow across channels including U&Dave, U&GOLD, U&DRAMA, U&alibi, U&eden, U&W and U&YESTERDAY.
The partnership also includes Narrative Entertainment and Great! TV.
Dreams mascot Beddie will appear in bespoke sponsorship idents created by agency Drummond Central, with the activity expected to generate millions of impressions over the course of the campaign.
Dreams said the longer-term deal marked a move away from shorter advertising bursts in favour of building sustained brand familiarity throughout the year.
By combining traditional television with streaming, Dreams is aiming to reach audiences across different age groups, from established UKTV and Great! TV viewers to Channel 4 streaming’s younger audience.
Research agency Sonder will conduct a third-party brand lift study measuring the campaign’s impact on consumer awareness, consideration and perceptions of Dreams.
Dreams marketing and media director Simon Moore said: “Comfort is at the heart of the Dreams brand, so partnering with content people genuinely love to unwind with feels like a natural fit.
“This sponsorship allows us to connect with audiences in relevant moments throughout the day, helping keep Dreams front of mind whenever they’re thinking about creating a better night’s sleep.”
Channel 4 head of advertiser strategy Sam Hicks said the sponsorship created a natural link between the retailer and programmes viewers choose when they want to relax.
“As our entertainment offering continues to grow, we’re creating even more opportunities for brands to connect with audiences through the content they love,” he added.
Havas Media UK principal partner Hannah Tucker said the deal demonstrated how sponsorship could work when there was a clear connection between a brand and the surrounding programming.
She added that the long-term investment was designed to build familiarity, affinity and top-of-mind awareness throughout the year.
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