The instant-win on-pack promotion will offer consumers the chance to win Levi Roots branded merchandise. Prizes include a Reggae Reggae VW camper van, oil drum BBQs, LeviPods, Hammocks and Levi Roots’ cookbook “Food for Friends”.
The campaign has been designed to create stand-out for the brand on-shelf and boost sales of Reggae Reggae sauce as the summer draws to a close.
Consumer will be asked to enter a unique promo-code into a dedicated website to see if they have won prizes and everyone that goes to the site can download a free Levi Roots track.
The promotion will run across 1/2 million Reggae Reggae Sauce bottles and will be supported by a consumer led PR campaign.
Shah Khan, senior brand manager at AB World, which distributes the brand, says; “Truly engaging and motivating, on-pack promotions are rare in the condiments category, so with Levi Roots we have a real opportunity to create standout on-shelf and generate some buzz for the brand and the category as a whole.”