Additional Information


Content

Reggae Reggae Sauce brought to life in Aardman TV ad

Reggae Reggae Sauce, born after a successful pitch by Levi Roots on the BBC's business show 'Dragons' Den', is set to launch its first ad campaign next month, featuring claymation from Wallace & Gromit creator, Aardman Animations.

Share this article

The £2m campaign, created by JWT London, will air for the first time on ITV on 3 May and run until mid-August.
 
It features the larger-than-life musician turned entrepreneur, Roots, cooking up a BBQ in the back garden of a house in Brixton.  

Singing his now trademark 'It's so nice I had to name it twice', Reggae Reggae Sauce song, which sealed the deal for him on 'Dragons' Den', an animated Roots splashes sauce onto sausages, kebabs and chicken drumsticks.

 

The ad will also run in cinemas and carry the strapline "Put some Music in your Food". Media planning and buying is being handled by ZenithOptimedia.
 
Directed by Merlin Crossingham, it took a whole day to create just two seconds of filmed animation and required 20kg of clay over a three month period.

Roots’ clay model stands 50 cm tall and is said to be the result of four and a half weeks work by a dedicated team of six model makers.
 
The TV and cinema activity will be supported by an integrated campaign comprising PR, online amplification, in-store POS and sampling.

Roots first appeared on 'Dragons' Den' in February 2007 and convinced investors Peter Jones and Richard Farleigh to part with £50,000 in return for a 40% stake in the company.

Reggae Reggae Sauce TV credits

Project name: Put some Music in your Food
Client: Peter Baxendell, Marketing and Business Development Director of AB World Foods
Brief: Make Levi Roots’ Reggae Reggae Sauce a more exciting alternative to other condiments
Creative agency: JWT London
Executive creative director: Russell Ramsey
Creative director: Jason Berry
Art director: Christiano Neves / Bruno Xavier
Copy writer: Bruno Xavier / Christiano Neves
TV producer:  Denise Connell
Planners (creative agency): Claire Jackson and Harvey Cossell
Account director: Dan Duffett
Account manager: Patrick Netherton
Media agency: ZenithOptimedia
Media planner: Siadat Elbadri
Director: Merlin Crossingham
Production company: Aardman Animations
Sound: Grand Central
Exposure: TV, Cinema, Online

Follow Arif Durrani on Twitter: @DurraniMix

This article was first published on campaignlive.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Six vital ad:tech themes for 2015 External website

by Neil Higgins, 24/10/2014

 

Are you singular or plural? External website

by Rachel Brushfield, 24/10/2014

 

Espresso yourself External website

by Greg Taylor, 23/10/2014

 

Back to top ^