Roots Taps Seth Rogen for Holiday Campaign
For its holiday campaign titled Anything Roots, the 52-year-old Canadian brand Roots, known for its leather goods and sweatshirts, enlisted celebrated Canadian actor Seth Rogen. Rogen, creator, writer, and star of the Emmy-winning show The Studio, stars as Roots’s holiday concierge, providing gifting advice throughout the campaign.
Campaign Development and Concept
The campaign was created internally, using customer insights to guide its direction. Roots CEO Meghan Roach explained,
“Customers were coming to us and saying that anything from Roots is considered a great gift.”
This feedback was gathered through surveys and social media channels. Roach added, “We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”
Celebrity Involvement and Brand Fit
Although Roots has collaborated with celebrities before, Seth Rogen represents the highest-profile figure featured in the brand’s holiday campaign to date. While the campaign doesn’t promote specific products explicitly, Rogen is seen wearing notable items such as the Landscape Sweater.
Roach highlighted Rogen’s alignment with Roots’ values:
“He’s so approachable, from a personality perspective, and he’s so engaging. A lot of the content [he creates is] light, funny and approachable, and I think that reflects a lot of what Roots is, too.”
Summary
Roots' holiday campaign leverages Seth Rogen’s approachable personality and customer appreciation to position the brand as a top gifting choice in a fresh, engaging way.
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