Seabrook Crisps is set to re-launch this spring after undergoing what it calls its most significant brand and consumer review in its 67 year history.
The review identified major growth opportunities for Britain’s original crinkle cut crisp and the potential to add value to the £1.18bn crisp category, underpinned by a marketing campaign that celebrates its heritage, values and quality.
As a result, Seabrook Crisps is launching new packaging and the slogan: Lovingly Made in Yorkshire, supported by a multi-million brand investment to strike a chord with influential housewives aged over 40.
The six month audit revealed that this new target audience makes up 40% of the category, with more opportunity for growth. They have major influence over other consumers in their household including older children living at home and grand-children. The target audience is looking first and foremost for great tasting crisps, but heritage and tradition help to provide credibility and reassurance when choosing a crisp brand.
Set to be released into all trade channels from April, new packs introduce a modern design with imagery to promote Seabrook’s Yorkshire heritage, illustrating why it makes such tasty crisps. The packaging was tested rigorously and scored highly in research for appeal and impact on shelf and will feature on all packs.
Seabrook can also now boast Gluten Free accreditation on the new pack alongside labeling for its vegetarian credentials as a result of partnership work with Coeliac UK. It is the only mainstream brand to offer this across its full range.
A nationwide, multi-media marketing campaign will include big ticket promotions throughout the year that appeal to the new target audience while a refreshed website www.seabrookcrisps.com will also echo the brand’s new proposition.
The brand re-launch was driven by marketing director, Kevin Butterworth, who is part of the new senior team appointed to steer the brand in 2012. 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. 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.”
The range includes Sea Salted, Sea Salt & Vinegar, Prawn Cocktail, Cheese & Onion, Beefy, Canadian Ham and Tomato Ketchup flavours.
