Reggae Reggae Sauce gets social

AB World Foods is launching a social media and digital push for Levi Roots’ Reggae Reggae Sauce brand to back its TV ad campaign, created by JWT in conjunction with Aardman.
Devised by integrated marketing agency Spinnaker, the initiative includes using Facebook and Twitter to drive views of the TV ad on YouTube and encourage online seeding.
Social media activity will then continue beyond the launch of the TV ad to maintain customer engagement throughout the summer and help Reggae Reggae Sauce to “take ownership” of BBQ season.
A Facebook app, also created by Spinnaker, launches this week and will run for 18 weeks.
Facebook fans can win BBQ and music goodies each week plus be entered to win the Grand Prize of an acoustic guitar signed by Levi Roots, as well as a BBQ exactly like the one used as the model for the Aardman ad.
To participate in the competition, Facebook fans have to use the app to invite their Facebook friends to a summer BBQ event, giving the app inherent viral reach.
Levi Roots marketing manager Shah Khan said: “Spinnaker has added real value to our digital offering – we are delighted that our TV ad has already been viewed in excess of 60,000 times on YouTube, and excited to see how the app drives Facebook engagement when it launches at the end of the week.”
Other AB Food brands that Spinnaker has worked on include Patak’s, Blue Dragon, Tabasco and Grey Poupon.

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