Seabrook Crisps has launched ‘Bags of Northern Soul,’ a new brand platform created by Quiet Storm.
It is the agency’s first work since winning the account in a competitive pitch in September 2025 and aims to stake out challenger territory for Seabrook. Quiet storm said it was built to accelerate nationwide growth, both within and beyond its Northern heartland.
The platform draws on the brand’s Bradford heritage, bringing a Northern attitude that feels grounded, resilient and quick to offer encouragement.
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 launch campaign runs across TV, paid social, radio, out-of-home and in-store activations. It is brought to life through a visual world that is unmistakably Northern.
At the heart of the hero film is Seabrook’s sentient potato character, who arrives at just the right moment to turn an everyday crisis of confidence into a celebration of self-belief, brilliantly embodying the Northern Soul platform with deadpan humour and infectious optimism.
Across out-of-home and social, the campaign extends the platform through product-focused executions that carry the same tone.
The campaign was directed by Gustav Egerstedt and created and produced in-house by Quiet Storm.
Media, planned by Cheeky Communications, takes a dual North/South approach. In the North, the campaign focuses on maintaining a strong share of voice across TV, VOD, digital and social. In the South, activity is designed to build mental availability through ITVX, digital audio, podcasts and proximity out-of-home.
The campaign is being further supported with social media managed by Box Cat Creative, and PR by Open Communications.
Seabrook owner and Calbee group marketing director Claire Hooper said: “Seabrook has always had a personality entirely its own, rooted in the North but with something to say to everyone. Quiet Storm really understood that, and ‘Bags of Northern Soul’ captures it in a way that feels warm, distinctive and true to the brand.’’
Quiet Storm client development director Massimo Fiori said: “Seabrook has all the ingredients of a great brand: heart, heritage and real ambition. This platform is about turning the thing only it can own, its Northern Soul, into a bigger engine for growth.”
Credits:
Group Marketing Director, Calbee Group UK – Claire Hooper
Senior Brand Manager, Calbee Group UK – Emma Boyle
Brand Manager, Calbee Group UK – Hannah Colagiovanni
Senior Creative Lead, Calbee Group UK – Adele Arron
Executive Creative Director – Trevor Robinson
Creative Director – Seb Jamous
Strategy Director – Jon Howard
Art Director – Ben Cashmore
Copywriter – Will Hislop
Designer – Curtis Reeve
Client Development Director – Massimo Fiori
Account Director – Manisha Pochun
Agency Producer – India Smith
Exec Producer – Emily Wolley
Photographer Original Packshot Company – Luke Jennings
Retoucher – Nic Wickens
Director/ Production Co – Gustav Egerstedt
Producer – Mark Gibbons
Offline Editor – Dave Owen
Edit Assist – Sam Wakefield
Post Production – Highway VFX and Quiet Storm
Sound Design Virtual Sound – Will Ward
DoP – Matthew Emvin Taylor
Music – Hank Berggren at MELT Music
Mnemonic Composition – Virtual Sounds
Grade – Megan Lee at Harbour Pictures
Special Build Team – Andy Knight
Seabrook Social Media – Box Cat
Creative – Tom Hay
Media planning/buying – Cheeky Communications
Seabrook PR – Open Communications
