Roots Chooses Seth Rogen for Holiday Campaign
For its holiday campaign titled Anything Roots, the iconic Canadian brand Roots enlisted Seth Rogen as its face. Known for leather goods and comfortable apparel, Roots chose Rogen, a Canadian creator, writer, and star of the Emmy-winning show “The Studio,” to play the role of the holiday concierge, offering gift advice.
Campaign Development and Customer Insights
The campaign was created internally, driven by customer feedback collected through surveys, social media, and other channels. Meghan Roach, Roots CEO, explained,
“Customers were coming to us and saying that anything from Roots is considered a great gift. We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”
Seth Rogen’s Role and Brand Alignment
Although the campaign does not focus on particular products, Rogen is seen wearing distinctive Roots apparel such as the Landscape Sweater. Roach highlighted the natural fit between Rogen and the brand’s 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.”
Significance of the Collaboration
This is the biggest celebrity involvement Roots has had in a holiday campaign, emphasizing the brand's confidence in Rogen’s connection with their audience.
Summary: Roots tapped Seth Rogen for their biggest holiday campaign, highlighting customer trust in the brand and Rogen's relatable, engaging persona as a perfect match.