Caribbean food entrepreneur Levi Roots is set to generate a buzz within the condiments category by launching the brand’s biggest ever on-pack promotion to support the brand’s hero SKU Reggae Reggae Sauce. The promotion will offer consumers the chance to win a range of ‘money can’t buy’ prizes including Levi Roots’ very own pimped up Reggae Reggae VW Camper Van via an instant win mechanic.
Set to hit shelves from mid August, the on-pack activity is designed to create stand-out on shelf and get consumers to pick up more bottles towards the end of the Summer.
The promotion will run across 1/2 million Reggae Reggae Sauce bottles and will offer consumers the chance to win a range of branded merchandise including Oil Drum BBQs, Levi-Pods, Hammocks and Levi Roots’ new cookbooks- ‘Food for Friends’ as well as the ultimate prize – Levi’s Rasta branded VW Camper Van with top-of-the-range extras such as alloy wheels, a mega sound system, BBQ and deck chairs.
After locating a unique code which will feature on every bottle, consumers will see if they’re a lucky winner by visiting www.reggaereggaebus.co.uk and entering their code to see if they’ve won. Every consumer who visits the website gets the chance to download a Levi Roots song for free, so every consumer will walk away with a prize!
Commenting on the promotion, Shah Khan, Senior Brand Manager at AB World says; “We believe the Reggae Reggae Sauce on-pack promotion will generate some excitement amongst the brand’s core consumers providing them with a reason to pick up a bottle late Summer.
“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.”
Available on 310g glass bottles with an RRP of £1.49, Levi Roots’ Reggae Reggae Sauce is available from all major supermarkets and retail outlets. The on-pack promotion will be supported by a consumer led PR campaign.
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