Calbee launches ‘Bags of Northern Soul’ campaign for Seabrook

Calbee has announced the launch of a new campaign, ‘Bags of Northern Soul’, for Seabrook – the UK’s No.1 crinkle cut crisp brand (Kantar) headquartered in Bradford.

The initiative is designed to take Seabrook beyond product-led advertising and into a broader brand space, and is aimed at accelerating its growth, both within and beyond its Northern heartland.

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. The platform is being 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.

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.”