Levi Roots launches Reggae Reggae promotion

Reggae Reggae, the Caribbean sauce created by Dragon’s Den contender Levi Roots, is launching its biggest ever promotion.

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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here