Roots Launches Holiday Campaign Featuring Seth Rogen
The Canadian brand Roots, renowned for leather goods and sweats, has chosen Seth Rogen as the face of its holiday campaign titled Anything Roots. Rogen, known for creating, writing, and starring in the Emmy-winning show The Studio, plays the role of Roots's holiday concierge, offering guidance on gift choices.
Campaign Development and Customer Insights
The campaign was created internally, inspired by feedback from customers. Meghan Roach, Roots CEO, explained that many customers consider any Roots product a great gift, a sentiment expressed through surveys and social media.
“Customers were coming to us and saying that anything from Roots is considered a great gift,” said Meghan 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
While previous Roots campaigns have included celebrities, Rogen is the highest-profile figure they have featured for a holiday campaign. Although the campaign does not highlight specific products, Rogen is shown wearing signature pieces such as the Landscape Sweater.
Roach emphasized Rogen's alignment with Roots’s values, noting his engaging and approachable personality.
“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, which reflects a lot of what Roots is, too,” said Roach.
Author’s Summary
Roots’s holiday campaign leverages Seth Rogen’s relatable humor and popularity to embody the brand’s approachable spirit, driven by authentic customer praise.