Roots 50th Anniversary Omni-Channel Campaign

Through a multi-phased approach, Sundae Creative supported Roots in amplifying its 50th anniversary year with focused media outreach, compelling paid influencer initiatives, product  seeding, and immersive event experiences.

The initial phase was meticulously structured to orchestrate a substantial burst of publicity during the pivotal anniversary kick-off month. This concerted effort resulted in extensive coverage across prominent outlets in both the United States and Canada, including esteemed publications such as WWD and FASHION. The subsequent holiday period and corresponding collection was instrumental in sustaining impactful awareness and enriching brand storytelling. An emotionally-driven paid influencer campaign and intimate media experience led by key brand stakeholders ensured enduring outcomes that transcended the confines of the anniversary year.

• Media relations and product seeding
• Influencer partnerships
• UGC campaign with creators to fulfill the brand’s paid content goals
• Holiday collection media preview event execution