Roots Launches Holiday Campaign Featuring Seth Rogen
For its holiday campaign, titled “Anything Roots,” the iconic Canadian brand Roots, known for its leather goods and sweats, enlisted Canadian actor Seth Rogen. Rogen, the creator, writer, and star of the Emmy-winning show The Studio, takes on the role of Roots’s holiday concierge, offering guidance on gift choices.
Campaign Development and Customer Insights
The campaign was created internally, inspired by customer feedback collected through surveys and social media. Roots CEO Meghan Roach explained the motivation behind the campaign:
“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.”
Celebrity Involvement and Brand Alignment
While Roots has previously partnered with celebrities, Seth Rogen is the most high-profile figure featured in a holiday campaign by the brand to date. Although the campaign doesn’t highlight specific products, Rogen is seen wearing signature Roots items, such as the Landscape Sweater.
Meghan Roach noted the strong synergy between Rogen and the brand:
“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 leverages Seth Rogen’s relatable persona in a customer-driven holiday campaign that emphasizes the brand’s reputation as a go-to gift destination.