The Calbee group which owns Seabrook Crisps and Yushoi in the UK, has appointed Cheeky Communications as its media agency after a 3-way pitch.
The agency will handle planning and buying for Seabrook, Yushoi and all licensed brands. This is a new appointment and reflects the change in brand investment plans following Seabrook acquisition by Calbee Group UK in 2018.
In a statement, Matt McMinn, Business and Growth Director at Cheeky said “We’ve been tasked with creating a multi-media campaign including broadcast, digital and OOH to not only drive awareness and consideration, but more importantly, drive value rate of sale in what is a competitive and increasingly commoditised market.”
Neil Gibson, Head of Marketing at Calbee, Seabrook’s parent company added, “Cheeky really impressed us with their strategic thinking. Throughout the process, they understood that any strategy needed to drive tangible results for the business.”
Gibson added “Calbee bought Seabrook in 2018 and is committed to investing in the brand, so it was important for us to ensure we appointed the right partners to help us achieve this growth.”