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Seabrook Crisps

Seabrook Crisps rebrands following six month consumer review


By Jennifer Faull, Deputy Editor

March 17, 2013 | 2 min read

Seabrook Crisps has relaunched its £30 million brand following a six-month brand and consumer review.

Underpinned by a marketing campaign that celebrates its heritage, values and quality, Seabrook Crisps has unveiled its new packaging and the slogan: Lovingly Made in Yorkshire, supported by a multi-million pound brand investment

It comes after the brand found its new target audience, influential housewives aged over 40, makes up 40 per cent of its audience. They have major influence over other consumers in their household including older children living at home and grand-children.

From April, new packs will have a modern design with a focus on images which promote Seabrook’s Yorkshire heritage.

A nationwide, multi-media marketing campaign has also included big ticket promotions running throughout the year with the aim of appealing to the new target audience, while a refreshed website has echoed the brand’s new proposition.

The brand relaunch was driven by marketing director, Kevin Butterworth. He said: “Seabrook Crisps is a fantastic success story in the British food industry but we knew it had so much more potential for growth. The last six months work has given us a clear direction to take the brand to the next level and make it a major player in the category.

“We are reinforcing the values that make the brand distinctive by telling consumers that Seabrook Crisps are made in Yorkshire and they taste the way crisps should.

“Our aim is to increase penetration by driving availability, awareness and encouraging trial. We will do that by being distinctive, maintaining our national footprint and promoting our crisps as an everyday purchase for all occasions.”

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