Habitat wanted to drive consumer consideration of its outdoor offering in summer.

We investigated the zeitgeist, and found a newfound appreciation of the work-life balance was not the only European influence our market had embraced post-pandemic. In fact, the siesta was another trend seeing traction on UK shores.

We started by qualifying the trend with data – proving that daytime napping was indeed taking off amongst ‘WFH’ Brits.

We added credibility with Kathryn Pinkham, Founder of the Insomnia clinic, who dialed up the wellbeing benefits. Next, we packaged it all up with data from Habitat on the rise in day bed and hammock sales (ensuring the story remained grounded in the brand).

We successfully sparked a conversation across the media landscape, driving discussion around the pros and cons of daytime napping, with the brand sitting nicely at its heart. 

We secured seven pieces of national coverage , with a total reach of over 15M across print, online and broadcast, including The Mail on Sunday, The Sun, The Daily Star and BBC Radio London. All key target titles for the repositioning brand seeking a mainstream audience.