Goldberg Fossa Seid Tells Bedtime Stories

NEW YORK Rockaway Bedding last week awarded creative duties on its estimated $10 million account to Goldberg Fossa Seid Advertising.

The 18-person New York shop, which has worked for nearly a year with the Randolph, N.J., client on a project basis, has developed a TV and print campaign slated to break in late December. The work will feature founder Tony Licastro chatting intimately with customers, similar to TV ads with George Zimmer, chairman and CEO of The Men’s Wearhouse.

“We wanted to break away from all the screaming and yelling the other mattress companies do,” said agency co-owner director Ernie Fossa. “We want people to like him and like the brand.”

Fossa said the client had not yet decided if it would keep the Rockaway Bedding jingle it has used for years in its radio advertising.