Seabrook, the UK’s number 1 crinkle cut crisp brand1 headquartered in Bradford, is on a mission to inspire the nation to take life less seriously with the launch of its creative campaign, Bags of Northern Soul.
A significant new creative direction for the brand, “Bags of Northern Soul” stakes out challenger territory for Seabrook, built to accelerate its nationwide growth, both within and beyond its Northern heartland.
To take Seabrook beyond product-led advertising and into a broader brand space, the platform draws on the brand’s Yorkshire heritage, bringing to life a distinctive Northern attitude that feels universally appealing: warm, grounded, resilient and quick to offer encouragement.
At the heart of the idea is the belief that Northern Soul is about more than where you’re from. It’s about how you show up – a strong, memorable platform built to stretch across regions, channels and future campaigns.
The launch campaign runs across TV, paid social, radio, out-of-home, and in store activation brought to life through a distinct visual and tonal world that is warm, witty and unmistakably Seabrook.
At the heart of the hero film is Seabrook’s potato character, who arrives at just the right moment to turn an everyday crisis of confidence into a celebration of self-belief, brilliantly embodying the Northern Soul platform with deadpan humour and infectious optimism.
Group Marketing Director, Claire Hooper comments: “As a challenger brand, we have reported brand growth year-on-year in difficult market conditions. Taking the next step on Seabrook’s exciting journey, we wanted a longer-term creative platform that would resonate with shoppers new and old and provide us with the freedom to explore, amplify and develop the narrative as we continue to build our brand.
“We can’t wait to hear feedback from our retail partners and consumers as we launch the new campaign across TV, social, radio, out of home and in store, from 20 May.”
The creative concept, direction and production have been developed by Quiet Storm, media planned by Cheeky Communications and will be supported by PR agency, Open Communications and social agency, Box Cat Creative.
For further details about Seabrook, please visit: www.seabrookcrisps.com and for regular updates follow @Seabrook Crisps on Facebook, @seabrookcrisps on Instagram and @seabrookcrispsuk on TikTok.
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