oritse-1Hot on the heels of an innovative on-pack promotion which brought excitement to the condiments aisle, Caribbean food entrepreneur Levi Roots is now celebrating another successful marketing initiative following the brand’s inaugural partnership with the MOBO Awards.

The MOBO Awards honour some of the music industry’s finest talent from around the world, and as ‘Official Food Sponsor’ for the 2010 event, the brand’s partnership resulted in a host of UK, US and other international artists, being exposed to Reggae Reggae Sauce; reinforcing the brand’s call-to-action which invites consumers to put ‘some music in their food’.

Shah Khan, Senior Brand Manager at AB World Foods commented, “The MOBO Awards are a great fit for the Levi Roots brand, as it shares many of the qualities that our brand does; being a vibrant and current brand with a great heritage. We recognise that one of the ways we can extend the reach of our brand messaging is to engage our consumers via the key influencers who matter to our target audience, but looking beyond the traditional celebrity chefs which other brands so heavily rely on.

img_0153“Obviously we have the ultimate brand ambassador in Levi Roots and no-one does the job better of representing his own brand than he does. However we are also eager to tap into the ever growing power of ‘celebrity’. With that in mind, what is important to us as a brand is ensuring that we undertake a more organic approach towards this aim by using partnerships, such as this one, to introduce those key influencers to the brand rather than just recruiting celebrities to become official brand ambassadors.

Khan, continued, “The MOBOs sponsorship also reinforces the Levi Roots brand’s strap line, which invites consumers to put music in their food, and helps to demonstrate to consumers that the messaging is genuine to the brand’s personality and not just a marketing gimmick or pr spin. We believe this to be a step in the right direction, in terms of widening our marketing approach and creating stand out amongst our competitors, and hope this is the start of a strong partnership with the MOBOs going forward”

AB World Foods

Tel: 01942 267090



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