Principles Unveils New Seabrook TV Ident Creative

A Leeds’ longest-running brand communications agency is enjoying a wave of TV activity demand, leading to the creation of TV sponsorship idents for Calbee brand Seabrook.

Principles ideated and executed the ident creative for Yorkshire-based crisp brand, Seabrook, as it announces its sponsorship for In For A Penny, hosted by Stephen Mulhern, which will run from April 20 until June 1 2024 on ITV1 and ITVX, as part of the brand’s biggest ever media campaign.

The idents, which use Seabrook’s fun and irreverent tone, mimic the relatable, light-hearted comedy which has made In for a Penny so popular, accumulating in a dry, witty observation of the great British public and their flavour choices.

This venture into ITV sponsorship for Seabrook comes on the back of the brand’s largest ever brand-building campaign, which launched across ITV from 5th February this year.

Principles built the concept upon the ‘Brilliant by the Bagful’ platform, first introduced five years ago, which celebrates the unique behaviour of the great British public, through the familiar scenarios which happen right under our noses.

The sponsorship idents have been produced by Anattic, with media planned and bought by Cheeky.

It’s our job to make everyday brands unforgettable, and the recent work we’ve done with both Seabrook and Astonish through emotive brand building and entertaining sponsorship idents is doing just that
Ben Norman

Claire Hooper said: “This is a landmark year for Seabrook as we’re making the biggest investment in the brand to date; sponsoring In for a Penny is a huge part of it.

“We were attracted to In for a Penny’s very British kind of humour which is a great fit for Seabrook, and working with Principles we’ve been able to create a brilliant link between the brand and programming.”

In recent weeks, Principles also created sponsorship idents for Yorkshire-based cleaning brand, Astonish, which has launched a series of idents in sponsorship of popular reality show, The Only Way is Essex (TOWIE).

First premiering on March 24 at 9pm on ItvBe, the light-hearted snippets feature dolls recreating relatable scenes from the series, using Astonish products as props, with the aim of driving awareness for the brand’s range.

The brand is sponsoring season 33 of the show for 11 weeks, and will return to air in September, in support of the 34th series.

Principles’ Strategy Director, Ben Norman: “It’s our job to make everyday brands unforgettable, and the recent work we’ve done with both Seabrook and Astonish through emotive brand building and entertaining sponsorship idents is doing just that.

“What’s most encouraging for us is seeing two great Yorkshire brands investing significantly in their brands for the longer term, where many others are holding back.”

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