Roots Selects Seth Rogen for Holiday Campaign
Roots, the iconic Canadian brand known for leather goods and sweats, has chosen Seth Rogen, the creator, writer, and star of the Emmy-winning show “The Studio,” for its holiday campaign titled “Anything Roots.”
Rogen takes on the role of Roots’s holiday concierge, offering gifting advice throughout the campaign. This initiative was developed internally, driven by insights gathered from customers.
Customer Feedback Inspires Campaign
Roots CEO Meghan Roach explained the campaign's inspiration: “Customers were coming to us and saying that anything from Roots is considered a great gift.” This feedback came through surveys, social media, and other channels.
She added, “We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”
Significance of Seth Rogen’s Involvement
Although Roots has featured celebrities before, Rogen is the most prominent figure they have engaged for a holiday campaign. The campaign doesn't highlight specific products directly but showcases Rogen wearing signature pieces like the Landscape Sweater.
Alignment with Roots’s Brand Values
Roach highlighted Rogen’s fit with the brand, saying, “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.”
“Customers were coming to us and saying that anything from Roots is considered a great gift.”
— Meghan Roach, Roots CEO
“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.”
— Meghan Roach, Roots CEO
Author’s Summary
Roots embraces Seth Rogen’s relatable charm for its holiday campaign, reflecting customer loyalty and the brand’s approachable spirit without focusing on individual products.