Blog: Reggae Reggae sauce to make UK TV debut

Michelle Russell | 16 April 2012

The man behind Reggae Reggae sauce, Levi Roots, has been busy since his appearance with his sauce on UK reality programme for inventors Dragon's Den in 2007.

Since securing a GBP500,000 (US$792,000) investment for the set-up of the brand from the programme's investors, the brand has been expanded into categories including ready meals, snacks and soft drinks.

It seems Roots is keen to capitalise on the success of Reggae Reggae sauce and is launching his first TV advertisement for the brand.

Teaming up with Wallace & Gromit creators Aardman Animations, the advert will feature an animated version of 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. It will run from May through to August.

The GBP2m campaign will launch on ITV, and will also roll out in the cinema, as well as PR, online amplification, in-store POS and sampling.

Click here to view the television advert through creative agency JWT London's website.