The consultancy was appointed to the project in June without a pitch, having worked with Symington’s on a number of other packaging projects including ranges for celebrity chefs James Martin and Ainsley Harriott.
The crisps have four variants – Farmer Fred’s Cheddar Cheese & Red Onion; Trawlerman Ted’s Sea Salt & Balsamic Vinegar; Fireman Frank’s Sweet Chilli and Saucy Sue’s Tangy BBQ.
Totality created each character as a reflection of the crisps’ Yorkshire heritage.
James Ryan, Totality creative director, says, ‘It was a very open creative brief. Seabrook wanted something that evoked the Yorkshire heritage – something very, very Seabrook.’
Totality developed the packaging around the existing Seabrook logo, which was designed by Leeds-based consultancy Propaganda.
Ryan says, ‘The Seabrook branding can be epitomised by the website, and it’s quite comical. The packaging needed to reflect the website with the old-fashioned characters, so we developed the “Seabrooks Country”, which reflects the new ‘lovingly based in Yorkshire’ strapline.’
The characters will be used in future marketing and advertising campaigns, according to Ryan.
Seabrook Bread Crisps launches this week in Morrisons supermarkets and will be rolled out to other retailers in 2012