Roots Enlists Seth Rogen for Holiday Campaign
Roots, the iconic 52-year-old Canadian brand known for leather goods and comfortable sweats, has chosen a well-known Canadian personality, Seth Rogen, for its holiday campaign titled “Anything Roots.”
Campaign Concept and Development
The campaign was created internally, grounded in customer feedback. Meghan Roach, CEO of Roots, explained that many customers expressed through surveys and social media that any gift from Roots is highly appreciated.
“Customers were coming to us and saying that anything from Roots is considered a great gift,” said Roach. “We were initially surprised by that. It was fantastic to hear, and we thought it was really ownable.”
Seth Rogen's Role and Brand Fit
Seth Rogen plays the role of Roots's holiday concierge, offering advice on gifting choices. While the campaign isn’t product-specific, Rogen features wearing recognizable Roots pieces such as the Landscape Sweater.
Roach emphasized Rogen’s alignment with 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.”
Celebrity Collaborations
- Roots has previously collaborated with celebrities.
- Seth Rogen is the most prominent celebrity the brand has worked with for a holiday campaign to date.
Author's summary: Roots leverages Seth Rogen’s relatable charm in its holiday campaign, reflecting its brand’s approachable spirit and tapping into customer admiration for its gifts.