Seabrook Crisps has appointed a new agency to create the brand’s first major creative platform since “Brilliant by the Bagful,” which ran from 2018 until earlier this year, as it aims to boost sales and profits by ploughing money into advertising with TV promotions.
The move sees Quiet Storm land the business following a competitive pitch that began in late June and concluded last month.
The brand first launched in 1945 when Colin Brook, son of Charles Brook, returned from the Navy and together they used their fryer to serve up Britain’s original crinkle cut crisp to customers queuing for their Friday night fish and chips.
While staying true to those routes, the business has evolved over the years, most recently investing £15m across its two sites in Bradford and Deeside to increase capacity and extend the range of delicious crisps and snacks the brand offers.
It was acquired by global snacks company Calbee Inc in 2018, and it is claimed that the UK business is growing from strength to strength.
In 2024, the brand launched “What’s your flavour?” idents for ITV’s In For A Penny (pictured) as part of a major media campaign and sponsorship deal, which included a new TV advert and is their largest investment in the brand to date.
The long-term creative and strategic partnership will see Quiet Storm develop a fully integrated campaign for the brand, due to launch in the new year and designed to support Seabrook’s ambitious growth plans while strengthening its position in the UK snacking market.
Quiet Storm will aim to reinforce the brand’s status as a household favourite while supporting its continued growth.
Seabrook’s new brand platform will crystallise the Bradford-based snack’s personality as a down-to-earth challenger brand, rooted in its Northern spirit.
By blending humour with authenticity, the new platform will aim to further build Seabrook’s emotional connection with consumers, both within and beyond its Northern heartland.
Calbee Group UK marketing director Claire Hooper said: “Over its 80-year history, Seabrook has grown into one of the UK’s favourite crisp brands, and there’s still huge potential to bring the brand we love to even more people, across the UK.
“We were looking for a partner who could bring fresh thinking, energy, cultural relevance and a clear understanding of the brand, its heritage and values; Quiet Storm showed us exactly that. Their creative approach will help us build on our proud Northern roots while making Seabrook unmissable across the nation.”
Quiet Storm client development director Massimo Fiori added: “Seabrook is a true British icon – proudly Northern and loved nationwide. In a nation obsessed with crisps, our job is to make sure Seabrook leads the pack with humour and heart.”
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