First, some
CONTEXT
After years of success with his Reggae Reggae Jerk BBQ Sauce, Levi has launched a Chilli Jam range (get in!).
A Tropical Chilli Jam with sweet pineapple and a Tomato Chilli Jam with tangy tomato and chilli heat.
“Launch the new Chilli Jams on social media by building excitement about the new products and new flavours in the range.”
Chilli Jams, as a whole, have increased in popularity over the years, with multiple brands bringing out their own. Not to mention, new food and drink products are launching daily - using social media as a big driver for awareness.
As Levi's first new food product since 2019, the launch needed to resonate with his loyal audience, reach new people, and show why the Chilli Jams are an exciting summer addition.
OUR
APPROACH
LEVI AT THE HEART OF IT ALL
A big part of Levi’s social media strategy is for him to be at the heart of the content.
He’s built up trust with his OG Reggae Reggae Sauce and is known for a high quality tasty sauce. By involving him in the launch content, and instantly attaching his name to the two new products, it brings that trust for a new product made by a reputable person/brand.
People saw Levi personally launch his Reggae Reggae Sauce on Dragon’s Den - It wasn’t a team, or a big grand opening. It was Levi, his guitar and his sauce. We wanted this same personable approach when launching the Chilli Jams on social.
GIFTING THE PRODUCT
From TV presenter and actress Alison Hammond, to, now, radio presenter Darren Bent, we created a gifting list from friends to fans to help increase product awareness.
We designed branded boxes using Levi’s recognisable brand colours and energetic graphics. We encouraged people to post a pic on their social channels using the #JamminWithLevi.
Rather than putting a note inside, we asked Levi to record a video of himself which we added to a QR code inside the box, thanking all his friends for their support by trying the new Jams.
#JamminWithLevi
To bring even more of Levi’s personality to the launch and to encourage user generated content (further increasing brand awareness), we created and used the hashtag #JamminWithLevi.
There’s the obvious link to the jams in there, but there’s also a nod to Levi’s love of music - dancing, singing, general jammin’.
official_levi_rootsTropical feel, tropical ingredients
Levi’s Tropical Chilli Jam is the first in the UK to include pineapple, so this needed to be a key element throughout the launch.
To really push the flavour and highlight pineapple as a unique ingredient, we created a consistent style for the product-focused posts by shooting them in a tropical beach-style set up. We want people to know the flavours in the sauce, but we want them to feel it, too. One squeeze of the Jam instantly transports you to somewhere hot and tropical. It’s not just a flavour, it’s a feeling.
BRAND COLLABORATION
To inspire people with new ways to use the Chilli Jams, we partnered with Jasons Sourdough, Florette and Heck to create a collaborative Chilli Jam Chicken Burger recipe (and, wow, it was good.)
Collaborating with well-known food brands builds trust and increases appeal. We made it a summer recipe for seasonal relevance.
We also turned the post into a competition to boost engagement and encourage people to follow and share, further increasing awareness for the Chilli Jams.
official_levi_roots
Get people jammin’
As well as tell people why they need the Levi Roots Chilli Jams, and where they can buy them, we wanted to show people how they can use them. These bad boys go beyond a burger and cheese board. Even beyond a BBQ. There are MULTIPLE ways to Jam.
Who better to show people than Levi himself.
AND
DID IT WORK?
From the gifted send-out, we received all positive feedback, as well people shouting about the Jams on their stories (we saw you Alison Hammond - we love you!).
Influencers @talldadtinykitchen and @topchefnevarros_sw even created recipes with the Jams and posted to their feeds, increasing awareness amongst their own audience.
During the month of the launch, we achieved the following results:
WE HOPE YOU LIKE THE
JAMMIN' TOO
Levi Roots Chilli Jams are now available to buy in supermarkets up and down the country, and the feedback has been (rightly) phenomenal.
If you need help in building buzz around your new product launch, hit us up.
First, some
CONTEXT
After years of success with his Reggae Reggae Jerk BBQ Sauce, Levi has launched a Chilli Jam range (get in!).
A Tropical Chilli Jam with sweet pineapple and a Tomato Chilli Jam with tangy tomato and chilli heat.
“Launch the new Chilli Jams on social media by building excitement about the new products and new flavours in the range.”
Chilli Jams, as a whole, have increased in popularity over the years, with multiple brands bringing out their own. Not to mention, new food and drink products are launching daily - using social media as a big driver for awareness.
As Levi's first new food product since 2019, the launch needed to resonate with his loyal audience, reach new people, and show why the Chilli Jams are an exciting summer addition.
OUR
APPROACH
LEVI AT THE HEART OF IT ALL
A big part of Levi’s social media strategy is for him to be at the heart of the content.
He’s built up trust with his OG Reggae Reggae Sauce and is known for a high quality tasty sauce. By involving him in the launch content, and instantly attaching his name to the two new products, it brings that trust for a new product made by a reputable person/brand.
People saw Levi personally launch his Reggae Reggae Sauce on Dragon’s Den - It wasn’t a team, or a big grand opening. It was Levi, his guitar and his sauce. We wanted this same personable approach when launching the Chilli Jams on social.
GIFTING THE PRODUCT
Levi. Brings. The Vibes. This needed to come across on his socials.
From the tone of voice to the chilled Reggae sounds of the Caribbean as the audio to his Reels, we actively push as much personality into every piece of content as possible.
It’s not ‘flavours’, it’s ‘flavaz!’ It’s not ‘much love’ it’s ‘one love’, it’s not ‘great taste’, it’s ‘bangin’’.
We want to deliver Levi’s personality and all he’s passionate about through visuals, music, colour usage and tone.
#JamminWithLevi
To keep Levi involved in the content and ensure he’s the one using and showing off his products, we plan multiple content days each year depending on the message we want to share.
We’ve recently done a BBQ shoot at Levi’s home. Showing Levi behind the BBQ, using the sauces, cooking up a feast, using the new Chilli Jams, and being a general gent in the kitchen.
It allows us to capture natural, relatable content for social media in place where Levi is comfortable.
official_levi_rootsTropical feel, tropical ingredients
Levi has two key product ranges: Reggae Reggae Sauce and Caribbean Crush soft drinks.
So along with the ‘Levi’s Roots’ content pillar, we created two separate pillars dedicated to his products (to connect him and the products together).
By giving the products their own pillars, it gives us the creative freedom to explore content formats, ideas and and mini campaigns all with a singular product focus.
BRAND COLLABORATION
Social media is a creative platform. It’s not a place to just throw sales talk at people.
We’ve been experimenting with more video and stop motion on Levi’s accounts to bring people on the sensory experience with us. Video is a format that really resonates with the younger audience too. It shares multiple bits of information in one post. It’s entertaining. And it grabs your attention.
Not to mention it’s flavour of the month for Instagram, meaning the algorithm is actively pushing this format to a bigger audience.
official_levi_rootsGet people jammin’
Although Levi will remain the face of the brand, we’ve introduced an influencer strategy to support the message that the Caribbean flavours belong on every table.
Collaborating with influencers also helps spread awareness for Levi’s brand as we’re tapping into their audience, as well as reaching our own.
AND
DID IT WORK?
From the gifted send-out, we received all positive feedback, as well people shouting about the Jams on their stories (we saw you Alison Hammond - we love you!).
Influencers @talldadtinykitchen and @topchefnevarros_sw even created recipes with the Jams and posted to their feeds, increasing awareness amongst their own audience.
During the month of the launch, we achieved the following results:
WE HOPE YOU LIKE THE
JAMMIN' TOO
Levi Roots Chilli Jams are now available to buy in supermarkets up and down the country, and the feedback has been (rightly) phenomenal.
If you need help in building buzz around your new product launch, hit us up.
First, some
CONTEXT
After years of success with his Reggae Reggae Jerk BBQ Sauce, Levi has launched a Chilli Jam range (get in!).
A Tropical Chilli Jam with sweet pineapple and a Tomato Chilli Jam with tangy tomato and chilli heat.
“Launch the new Chilli Jams on social media by building excitement about the new products and new flavours in the range.”
Chilli Jams, as a whole, have increased in popularity over the years, with multiple brands bringing out their own. Not to mention, new food and drink products are launching daily - using social media as a big driver for awareness.
As Levi's first new food product since 2019, the launch needed to resonate with his loyal audience, reach new people, and show why the Chilli Jams are an exciting summer addition.
OUR
APPROACH
LEVI AT THE HEART OF IT ALL
A big part of Levi’s social media strategy is for him to be at the heart of the content.
He’s built up trust with his OG Reggae Reggae Sauce and is known for a high quality tasty sauce. By involving him in the launch content, and instantly attaching his name to the two new products, it brings that trust for a new product made by a reputable person/brand.
People saw Levi personally launch his Reggae Reggae Sauce on Dragon’s Den - It wasn’t a team, or a big grand opening. It was Levi, his guitar and his sauce. We wanted this same personable approach when launching the Chilli Jams on social.
GIFTING THE PRODUCT
Levi. Brings. The Vibes. This needed to come across on his socials.
From the tone of voice to the chilled Reggae sounds of the Caribbean as the audio to his Reels, we actively push as much personality into every piece of content as possible.
It’s not ‘flavours’, it’s ‘flavaz!’ It’s not ‘much love’ it’s ‘one love’, it’s not ‘great taste’, it’s ‘bangin’’.
We want to deliver Levi’s personality and all he’s passionate about through visuals, music, colour usage and tone.
#JamminWithLevi
To keep Levi involved in the content and ensure he’s the one using and showing off his products, we plan multiple content days each year depending on the message we want to share.
We’ve recently done a BBQ shoot at Levi’s home. Showing Levi behind the BBQ, using the sauces, cooking up a feast, using the new Chilli Jams, and being a general gent in the kitchen.
It allows us to capture natural, relatable content for social media in place where Levi is comfortable.
official_levi_rootsTropical feel, tropical ingredients
Levi has two key product ranges: Reggae Reggae Sauce and Caribbean Crush soft drinks.
So along with the ‘Levi’s Roots’ content pillar, we created two separate pillars dedicated to his products (to connect him and the products together).
By giving the products their own pillars, it gives us the creative freedom to explore content formats, ideas and and mini campaigns all with a singular product focus.
BRAND COLLABORATION
Social media is a creative platform. It’s not a place to just throw sales talk at people.
We’ve been experimenting with more video and stop motion on Levi’s accounts to bring people on the sensory experience with us. Video is a format that really resonates with the younger audience too. It shares multiple bits of information in one post. It’s entertaining. And it grabs your attention.
Not to mention it’s flavour of the month for Instagram, meaning the algorithm is actively pushing this format to a bigger audience.
official_levi_rootsGet people jammin’
Although Levi will remain the face of the brand, we’ve introduced an influencer strategy to support the message that the Caribbean flavours belong on every table.
Collaborating with influencers also helps spread awareness for Levi’s brand as we’re tapping into their audience, as well as reaching our own.
AND
DID IT WORK?
From the gifted send-out, we received all positive feedback, as well people shouting about the Jams on their stories (we saw you Alison Hammond - we love you!).
Influencers @talldadtinykitchen and @topchefnevarros_sw even created recipes with the Jams and posted to their feeds, increasing awareness amongst their own audience.
During the month of the launch, we achieved the following results:
WE HOPE YOU LIKE THE
JAMMIN' TOO
Levi Roots Chilli Jams are now available to buy in supermarkets up and down the country, and the feedback has been (rightly) phenomenal.
If you need help in building buzz around your new product launch, hit us up.
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
DIGITAL MARKETING DONE RIGHT
© Good and Proper Marketing Limited. All rights reserved, 2026.
© Good and Proper Marketing Limited. All rights reserved, 2026.
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG
The Faversham, 1-5 Springfield Mount, Leeds, West Yorkshire, LS2 9NG