Reggae Reggae Sauce ‘Put some Music in your Food’ by JWT London

Reggae Reggae Sauce is launching its first TV and cinema advertising campaign using the brand strapline ‘Put some Music in your Food’.

The £2m UK 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 20 kg 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.