Reggae Reggae Sauce is launching its first TV and cinema advertising campaign using the brand strapline ‘Put some Music in your Food’.
The £2m campaign, created by JWT London, will air for the first time on ITV on Thursday 3rd May and run until mid-August.
The ad, which uses claymation, features Levi Roots cooking up a BBQ in the back garden of a house in Brixton. Singing the “It’s so nice I had to name it twice” Reggae Reggae Sauce song – the tune that sealed the deal for him on Dragon’s Den – Levi splashes sauce onto sausages, kebabs and chicken drumsticks.
The ad was crafted at Aardman Animations over a three month period using 20kg of clay. It took a dedicated team of six model makers four and a half weeks just to create Levi’s claymation character. Directed by Merlin Crossingham, it took a whole day to create just two seconds of filmed animation.
Levi has joined a select group of celebrities – Melvyn Bragg, Barry White, Peter Gabriel, Nina Simone and The Spice Girls – who have been immortalised in clay. But at 50 cm tall Levi’s model stands head and shoulders above them as one of the tallest claymations created by the award-winning animation studio.
The TV and cinema activity will be supported by an integrated campaign comprising PR, online amplification, in-store POS and sampling.