Levi Roots Reggae Reggae Sauce has launched a new experiential campaign celebrating the start of the British BBQ season. The activity, taking place at the Birmingham Foodies Festival, supports a new digital campaign and content partnership with Unilad.
The Caribbean Reggae Reggae food experience took place at the Birmingham Foodies Festival on 3rd-5th June. The activity saw Reggae Reggae brand ambassadors handing out samples of Jerk Chicken wings, as well as encouraging consumers to visit the Levi Roots and Reggae Reggae Sauce social channels for more recipe ideas.
The digital activity features a content partnership with Unilad including exclusive recipe videos created by Levi Roots.
It is the first time that AB World Foods, who work with Levi Roots and have the licence to make Reggae Reggae Sauce, has partnered with Unilad and used recipe insights as the basis of its content.
The activity has been created, managed and planned by Chorus, the specialist partnerships division at Maxus. The campaign aims to put Reggae Reggae Sauce front of mind with consumers during the BBQ season.
The video content was produced, filmed and edited by Unilad and features Levi Roots, with the chef cooking two exclusive recipes. The videos follow the trend of short-form, audio free, hands-only recipe videos on social media. The exclusive recipe videos will be hosted on the Unilad website and promoted through its Facebook, Twitter and Instagram channels.
Claire Fullick, marketing manager at AB World Foods Ltd, said: “We want people to feel inspired by Reggae Reggae Sauce and remind them of how much fun can be had while cooking.
“Partnering with UNILAD provides us with a platform to celebrate the great qualities of Reggae Reggae Sauce, while targeting our key audience. The Foodies Festival activity complements this activity by offering people the chance to try the product for themselves and take part in the Reggae Reggae Sauce BBQ movement.”
Diya Munir, Chorus account manager at Maxus UK said: “Together with Unilad and Foodies Festival we have created a campaign that leverages the popularity of online recipe videos and urban street food. The dual activity means that we can reach consumers while they are at home cooking for friends and or when they’re looking for inspiration for their next BBQ.”