Aardman, the Bristol based animation studio, has joined forces with Levi Roots to produce his first-ever above the line advertising campaign for Reggae Reggae Sauce.
The £2m campaign, created by JWT London, encourages consumers to “put some music in your food” and will premiere during a primetime TV slot on ITV on Thursday 3 May and run until mid August.
The ad, which has been designed to put Reggae Reggae Sauce on consumers’ shopping lists this BBQ season, also launches the new Mild Reggae Reggae Sauce variant, a product specifically designed to appeal to consumers with milder taste preference so as to broaden the brand’s appeal to a wider audience.
The ad features Levi cooking up a BBQ in the back garden of a Brixton house singing the “It’s so nice I had to name it twice” Reggae Reggae Sauce song, the tune that sealed the deal for him on Dragons’ Den.
Levi splashes sauce onto sausages, kebabs and chicken drumsticks to give them a Caribbean flavour.
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.”
The TV & cinema ad will be supported by an integrated campaign comprising of PR, online amplification, in-store POS and sampling.