By The Drum Team, Editorial

April 16, 2012 | 2 min read

Reggae Reggae Sauce founder Levi Roots has been made into a cartoon by Aardman Animations for his first TV ad, created by JWT London and launching Thursday 3 May.

The ad features Roots cooking a barbeque in the back garden of a house in Brixton, singing the “It’s so nice I had to name it twice” Reggae Reggae Sauce song as he splashes the sauce onto sausages and drumsticks.

Tim Beard, Reggae Reggae Sauce’s marketing controller, said: “It’s been five years since Levi was last on our TV screens on Dragons’ Den and we know from research that there are consumers who have neither seen Levi’s original pitch nor heard his Reggae Reggae Sauce song. Therefore we wanted to introduce Levi to them just as he was before he and his sauce became famous; an ordinary man on a mission to put some Caribbean flava into everyday British meals.

“We decided to put the Reggae Reggae Sauce song at the heart of the TV advertising creative to rekindle the memory of Levi singing and playing an acoustic guitar during his Dragons’ Den performance when he slayed the Dragons and won the nation over with his performance.

“The campaign heralds the start of an exciting next step on the Levi Roots Reggae Reggae Sauce journey. Currently the brand is a major player within the jerk BBQ sauce sector and this campaign will see the brand move into the wider sauce category challenging the more traditional players in the sauce and condiments categories with the expressed ambition of becoming a kitchen cupboard staple. With this aim in mind, the introduction of a new milder variant will also broaden the brand reach to a new consumer groups.”

The £2m campaign will launch on ITV, and will also roll out in the cinema, as well as PR, online amplification, in-store POS and sampling.

Reggae Reggae Sauce

Content created with:

JWT London

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