Padding mattress sales for The Brick

The Brick

Project: Strategic Positioning

Accolades: 2021 ACE Award - Advertising Video Series / 2021 ACE Award - Advertising Video Single / 2021 Anvil Award - TV/Cinema Series


The Brick is one of Canada’s largest retailers of furniture, mattresses, appliances and electronics—and a long-standing client of FKA. In 2020, they asked us to develop a new advertising strategy with the objective of better positioning them against other retailers in the mattress category.

Our first recommendation was to brand The Brick’s in-store mattress department. We introduced The Brick Mattress Store brand to every one of their more than 200 stores nationwide, effectively communicating to Canadians that there was a specialized mattress store in every Brick location.

We complemented the shop-in-shop brand with a fresh tagline that distilled their suite of store policies into a single simplified message: The Right Mattress, Guaranteed.

We also devised a new creative platform based on the idea that people underestimate the impact that their mattress has on their sleep, and by extension, their quality of life: “With the wrong mattress, you never really get out of bed.”

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