Seabrook Crisps has unveiled a major new marketing campaign aimed at accelerating the brand’s growth across the UK and strengthening its appeal beyond its traditional Northern heartland.
The ‘Bags of Northern Soul’ campaign marks a significant new creative direction for the Bradford-based crisp manufacturer, which describes itself as the UK’s number one crinkle cut crisp brand.
Designed to move the brand beyond product-led advertising, the campaign draws heavily on Seabrook’s Yorkshire roots while promoting what it describes as a broader “Northern attitude” centred on warmth, resilience, humour and encouragement.
According to the company, the new platform is intended to create a long-term brand identity capable of stretching across multiple regions, channels and future campaigns.
The campaign will roll out across TV, paid social media, radio, out-of-home advertising and in-store activation from 20 May.
At the centre of the campaign is Seabrook’s potato character, featured in a hero advert where it helps transform an everyday confidence crisis into a celebration of self-belief through humour and optimism.
Claire hooper, group marketing director, said the campaign represented the next stage in the brand’s development.
“As a challenger brand, we have reported brand growth year-on-year in difficult market conditions,” she said.
“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.”
Hooper added that the company was looking forward to feedback from both retail partners and consumers as the campaign launches nationwide.