Seasalt advertises on TV for first time as it targets new consumers
Seasalt’s fast growth in recent years has seen the brand reaching consumers it wouldn’t previously have reached and now it’s set to engage with even more of them as its first-ever TV ad campaign airs.
The 30-second ad showcases its products against a backdrop of Cornwall’s coastline, tying in closely to the brand’s seaside heritage.
It’s airing on ITV through its terrestrial channels and on the ITV Hub and was was developed by the retailer’s in-house creative design team, working with London-based studio Beast Productions.
It’s particularly interesting that the ad isn’t targeting consumers in areas well supplied with Seasalt locations, but is focusing on households in the Yorkshire area, where the company has no shops “but has identified [it] as a region with strong potential demand”. It’s very clearly designed to help it attract new customers as well as appealing to its existing customer base.
The ad was filmed in St Ives and Gwithian in Cornwall and features products it’s “famous for”, such as Sailor Stripes, performance rainwear and unique printed dresses.
The 40-year-old company currently operates a webstore and 69 shops in the UK and Ireland, as well as its products being available via strategic marketplace partners such as M&S and Next.
CEO Paul Hayes called the debut TV ad campaign “an exciting moment” and added that “by putting our brand in front of people in a new format in a region where we don’t have many shops, we are looking to raise awareness by celebrating our heritage and artistic roots with potential customers who we believe share our values. Launching this campaign shows Seasalt’s growth as a business and underlines our ambition for the future”.
Marketing chief Amy Thom also said that “the advert aims to tell our brand story, while showcasing the detail in our products and displaying Cornwall at its creative and beautiful best. TV has come a long way and there is now an opportunity for it to be much more targeted through digital, which makes it a very efficient way of reaching a lot of the right people, while telling a rich brand story”.
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