Levi Roots

How do you get back to your roots?

Strategy.
Positioning.
Identity.
Packaging.
NPD & Innovation.

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A household name since his legendary musical appearance on Dragons’ Den, Levi Roots is now one of the most recognisable brands in the condiment aisle. Levi’s passion for his brand shone. Following the infamous investment by Dragon Peter Jones, we created Levi’s master brand assets and in 2020 we did a full refresh, bringing his shining personality to the fore. Big, bold, bright and bang on brand… we’ve given Levi’s products pure shelf appeal.

Since the relaunch sales of the sauces and marinades have grown by an impressive 22%.

Challenge.

Competition in the fixture has never been more fierce with restaurant brands vying for attention, we needed Levi’s fruity, fabuliciousness to own the aisle once more.

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Idea.

When you think of Reggae Reggae, what image does in conjure in your mind? The passionate, dreadlocked founder Levi Roots with the easy smile and love for music. We brought both to life through a range of dancing silhouettes, which when used across packs to give the illusion of him dancing across the aisle - and cannot be ignored!

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