The national TV campaign went live on all ITV formats from 5th February, and is being further amplified by a blend of digital activity.
Building upon the ‘Brilliant by the Bagful’ creative platform first introduced 5 years ago, the ad celebrates the unique behaviour of the great British public, through familiar scenarios, where extreme politeness prevents us from getting what we really want, all to a refreshed version of Good Thing by Fine Young Cannibals.
Ben Norman, Strategy Director said: “When we first worked with Seabrook to introduce this platform, we knew we’d landed something distinctive and true of the brand, so it’s a real pleasure to see its second major iteration hit the screens.
“Whilst we explored dozens of brilliant British quirks, this chosen territory is about the brilliant little moments which happen right under our noses every day; the strange habits and oddities which make sense to us Brits, but perhaps nobody else!”
Calbee Marketing Director, Claire Hooper said: “This is a huge moment for Seabrook, which not only represents our biggest ever media investment in the brand, but the first campaign to support the whole Seabrook snacking range.
We’ve come to expect highly creative and effective work from the teams at Principles and Cheeky Communications, so we’re excited to see the results of this campaign.”