Seabrook Crisps Limited – The MCA Management Awards 2009

Executive summary

Most people over the age of 35, living in the north of England will have some story to tell about Seabrook Crisps. Whether it’s how they were a special treat when they visited their grandparents or how they just had to have a bag after a trip to the swimming baths, the memories are endless.

It was this ‘love’ for a brand in ‘decline’ that provided the drive to undertake a challenging brief. One that required everything from business re-engineering to brand revitalization, combating 30 years of inertia in order to remain relevant in a fast changing category. Difficult decisions had to be made to break some of the legacy issues of ‘family ownership’, with a healthy respect for the past. In short, the business had to be brought into the 21st century to survive and prosper.

Propaganda’s relationship with Seabrook Crisps is without doubt one of our closest. This success is down to the hard work of all concerned, but the catalyst and guiding light for change was the 360° Discovery audit, which has facilitated 360° of change. It provided the strategic pillars of success; from a board forum to drive change, to a customer and client engagement strategy to drive growth. But fundamentally it has delivered sales uplift yoy c + 15%, in a declining category.*

(* Since this case study was submitted, Seabrook Crisps has continued to go from strength to strength. Turnover and market share has doubled and they are now officially the ‘fastest growing crisp brand in the UK.’)

“The insight and direction from the 360° audit gave us the courage to make the step change required, from the way we engaged both the trade and our consumers, to the way we policed our business strategy. Moreover, the implementation of regular, formal board meetings chaired and evolved over time by Julian has been fundamental to delivering our business growth.”

Ken Brook-Chrispin, CEO & Chairman Seabrook Crisps.

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