Seabrook Bread CrispsDownload pdf of case study
Seabrook Crisps, which started life back in 1945, has today grown into a £28 million brand with national distribution, over 21 unforgettable flavours and a fiercely loyal following in their northern heartland.
When it comes to sheer quality and flavour, Seabrook wins hands down.
Crowned the ‘King of the Salt & Vinegar Crisp’, word of mouth alone has been responsible for driving sales for the last 67 years and bringing thousands of new loyal devotees to the Seabrook brand.
Seabrook has long been regarded as a challenger in the market and today they are officially the fastest growing crisp brand in the UK. In particular, the company prides itself on producing innovative products, including the very first unsalted 'clean label' crisp and the ground breaking 'Hot & Spicy' range.
Having secured a licensing agreement with the Bradford-based company, Symington's approached Totality GCS to create designs for a new range of crisps made from bread rather than potato - an innovation with the potential to revolutionise the £1.7 billion UK snacking category.
The biggest consideration of the 'Bread Crisps' brief was how to incorporate a unique sense of 'Yorkshire' into the new designs, whilst remaining recognisably Seabrook.
Taking inspiration from their website, we combined both the tradition and heritage of the company with the inherent traits of the brand's personality. The result was 'Seabrook Country' - a fictional world populated by local residents such as 'Trawlerman Ted', 'Fireman Frank', 'Farmer Fred'' and 'Saucy Sue'. These ‘patrons’ of full on flavour and big crunch crisps fly the flag for the Seabrook brand, acting as champions for their very own favourite flavour.
Fun, quirky and memorable, the new range captures the true essence of Seabrook, helping build an emotional connection with the consumer and a long lasting impression of 'truly Yorkshire' brand.
Launched exclusively into 250 Morrisons supermarkets nationwide in November 2011, the range of four flavours hit the shelves just in time for the busy festive period. Supported by in-store promotions and a sampling campaign, the range has proved an instant success with sales exceeding all expectations.
Ahead of an expected wider rollout into Tesco, Sainsbury's and Asda in 2012, Symington's have had to install another 10 production lines to cope with demand, creating over 100 new jobs.
Seabrook were so thrilled with the results that they invited us to pitch for the Seabrook account against four other leading agencies... and we won! We will be responsible for all creative requirements including packaging, brand guidelines and their website.