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Principles creates TV ad for Seabrook’s biggest ever campaign

Leeds brand comms agency, Principles, has created the latest TV commercial for Yorkshire-based snack brand Seabrook, as part of a multi-million pound brand-building campaign which represents the largest media investment in the brand’s 79 year history.

The national TV campaign will appear on all ITV formats from this month, with further amplification through a blend of digital media.

Building on the ‘Brilliant by the Bagful’ creative platform first introduced five 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 at Principles 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.”

Claire Hooper, marketing director at Seabrook parent Calbee, added: “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.”

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