when your sheep comes in

An often-overlooked rule of advertising: When selling mattresses, be sure to use farm animals.
It worked for Target Marketing & Communications. Called on to rebrand a local mattress shop, the agency, located in St. John’s, Newfoundland, Canada, crafted an elaborate promotional hoax centered on disgruntled local sheep.
The animals’ complaint? Their role in helping folks drift off to sleep is being usurped by the store and its comfortable mattresses.
The weeklong promotion included classified ads placed by out-of-work sheep and fake radio reports covering their “strike.”