Levi Roots’ Reggae Reggae Sauce: First campaign

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A Jamaican born Rasta, Levi Roots‘ has had a bit of a rollercoaster ride with his career and come from strength to strength ever since his appearance on Dragon’s Den way back in January 2007. Where he was successful in signing not one but two dragons, with the likes of both Peter Jones and Richard Farleigh, as investors by singing his pitch. He sold 40% of the company for a mere £50k but the investors did quite a bit more than just help with cash they also aided him get into stores and to where he is today.  The company produces and sells a few variety of sauce’s which has twist of a Jamaican flavour, which he learned the recipes from his Grandmother. Gotta’ love Grandmothers.

Today Levi is basically the face of Reggae Reggae after all he is the perfect personification for the brand very much like Branson is for Virgin. So the obviously solution for the advertising is to make him the brand personality and to follow this through with every touch point in all communications. Keeping to the Jamaican rasta roots will inevitably be the largest POD as well as the simplest to succumbed successfully, yes there is direct competition and well done to you if any come’s straight to mind because basically Levi has created his own product category amongst the sauces. In the end Levi also basically did the job for the agency well at least made their lives that much simpler to do. If it is ever that simple, which we doubt.


JWT London was responsible for bringing Levi Roots to life, using the same production treatment to that of the British favourite Wallace & Gromit and you already have a winner. Then add Levi singing reggae to his BBQ food, while slightly adding in a touch of product information and their benefits amongst a catchy track. Finish off with the strap line, “Put some music in your food” and there my friends you have an ad straight from the advertising handbook for dummies. Before you judge let’s be honest now because this is simply is the best and only way in which you can advertise Reggae Reggae Sauce because if it were anything different it wouldn’t be on brand and even though it is the obvious it’s still a great piece of creative. Just goes to show sometimes the simpler is the best solution.

Well done JWT we likes.


Ever been to Hong Kong 7’s?

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No, well me neither. If you have I’m very jealous, but I could imagine it being just as awesome as this only with a lot of booze and weird foods involved.

If you have no idea what a 7’s tournament entails well then get out from under that stone of your’s and click here to book tickets to the next one coming close to you. It’s a fun day out and not to be missed, just a warning get dressed up otherwise you may feel just a tad out of place.

On another note a word of advice to all those people who advertise sport, if you don’t play or not a huge fan of the game then please please don’t try and portrait it in an ad. No matter how much you think you know the game trust me you DON’T and actually you have absolutely no (insert swearword) clue. It ALWAYS shows and it NEVER works out for the better and can  result in only disaster as it  insult’s/disappoints the players/fans, which inevitably does far more harm than good. Rather just skip the ad if you’re not 100% sure cause 9.99 times out of 10, it will be offsides and result in a penalty. Fact.

This however, does work and on so many levels.


How could you go wrong I mean it has cowboys, a huge sidestep, green army men, a BIG hit, George Gregan, nacho libre, great high ball take, Xmas dwarfs getting smashed, trick shots by the dozzen, We are Sparta, shoulder charge, disco pimps, Straight arm, samurai’s, chip and chase and Vikings.

Yup it’s all there and a whole lot more, winning on so many levels, it’s actually amazeballs.

Just make’s me wan’t to go to HK7’s even more now.

Great work by JWT London.

HSBC winning.