Bags of Northern Soul

Seabrook Crisps is launching "Bags of Northern Soul," a new brand platform created by Quiet Storm, marking the agency's first work since winning the account in a competitive pitch in September 2025.
A significant new creative direction for the brand, "Bags of Northern Soul" stakes out challenger territory for Seabrook, built to accelerate its nationwide growth, both within and beyond its Northern heartland.
To take Seabrook beyond product-led advertising and into a broader brand space, the platform draws on the brand's Bradford heritage, bringing to life a distinctive Northern attitude that feels universally appealing: warm, 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 - a strong, memorable platform built to stretch across regions, channels and future campaigns.
The launch campaign runs across TV, paid social, radio, out-of-home and in-store activations, brought to life through a distinct visual and tonal world that is warm, witty and 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 playful tone. Lines like "Life is like a sandwich, better with crisps" and "There's always a silver lining" capture the brand's glass-half-full spirit, inviting audiences to smile before they even reach for the bag.
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 organic social media managed by Box Cat Creative, and PR by Open Communications.