5100 NEW INSTAGRAM FOLLOWERS 1410% INCREASE IN REACH 2.2 MILLION PEOPLE REACHED 10.7% AVERAGE MONTHLY ENGAGEMENT RATE
5100 NEW INSTAGRAM FOLLOWERS1410% INCREASE IN REACH2.2 MILLION PEOPLE REACHED10.7% AVERAGE MONTHLY ENGAGEMENT RATE5100 NEW INSTAGRAM FOLLOWERS1410% INCREASE IN REACH2.2 MILLION PEOPLE REACHED10.7% AVERAGE MONTHLY ENGAGEMENT RATE5100 NEW INSTAGRAM FOLLOWERS1410% INCREASE IN REACH2.2 MILLION PEOPLE REACHED10.7% AVERAGE MONTHLY ENGAGEMENT RATE
5100 NEW INSTAGRAM FOLLOWERS1410% INCREASE IN REACH2.2 MILLION PEOPLE REACHED10.7% AVERAGE MONTHLY ENGAGEMENT RATE5100 NEW INSTAGRAM FOLLOWERS1410% INCREASE IN REACH2.2 MILLION PEOPLE REACHED10.7% AVERAGE MONTHLY ENGAGEMENT RATE5100 NEW INSTAGRAM FOLLOWERS1410% INCREASE IN REACH2.2 MILLION PEOPLE REACHED10.7% AVERAGE MONTHLY ENGAGEMENT RATE
First, some
CONTEXT
If you missed the famous clip of Levi Roots on Dragon’s Den, we’ll take you back.
(P.s. watch it immediately).
Levi began making and selling his legendary Reggae Reggae Jerk BBQ Sauce from his kitchen in Brixton. 16 years later, he took a punt on Dragon’s Den and won over Peter Jones and Richard Farleigh.
Levi Roots Reggae Reggae Jerk BBQ Sauce can now be found in most of the biggest supermarkets across the UK, and his range has expanded to drinks, chilli jams, recipe books and more.
“Help us show that the vibrant flavours of the Caribbean belong on every table.”
Levi’s social media has a loyal audience who remember him from the Dragon’s Den days. But they wanted to draw in a new, younger demographic and increase product consideration amongst a new audience by encouraging trial.
A hugely important part of the social media strategy was to ensure Levi remains at the heart of everything. He’s the brand. He’s the guy with the story, the charm, and the know-how. Our approach to his channels needed to be collaborative to keep Levi’s personality and humbling story throughout it all.
So our objectives here were to…
Increase brand awareness, especially with a younger demographic
Increase product consideration for current products and NPD
Demonstrate that Caribbean flavours belong on every table through inspiration and host foods
OUR
APPROACH
After weeks of research and a guided tour of Brixton with the main man himself, we developed a social media strategy that redefined the content pillars to bring purpose to every single post.
LEVI's Roots
We created a pillar dedicated to ‘Levi’s Roots’ to ensure a space for Levi to communicate his story.
Although a brand account, Levi is the brand. He’s the person that people will connect with, and rightly so.
We kicked off this content pillar with some action shots in and around Brixton by taking our cameras with us and hearing Levi’s story in the place where it all began.
official_levi_roots
4,255 likes
official_levi_rootsThe scotch bonnet chilli brings the heat to Reggae Reggae Sauce 🔥
Blended with Caribbean herbs, this secret recipe has been bottled for EVERYONE to enjoy.
View all comments
1 day ago
PERSONALITY & TONE
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.
It’s not ‘flavours’, it’s ‘flavaz!’ It’s not ‘much love’ it’s ‘one love’, it’s not ‘great taste’, it’s ‘bangin’’
CONTENT DAYS
To keep Levi involved and present, we plan multiple content days each year with a theme that depends 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 places where Levi is comfortable.
SAUCE 🤝 DRINKS
Levi has two key product ranges: Reggae Reggae Sauce and Caribbean 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.
official_levi_roots
1,011 likes
official_levi_rootsA splash of mango, pineapple and grapefruit in the sunshine? Oh yesssss ☀️
Grab a friend, 2 bottles of Levi Roots fizzy fruity flavaz and soak up all that vitamin D. Who’s in?
View all comments
1 day ago
SIMPLE, RELATABLE FOOD OCCASIONS
To position the Reggae Reggae Jerk BBQ Sauce as a great entry product, we’ve focused on creating simple recipe inspiration that anyone can do at home.
We’ve recently created a social theme that focuses on using the Sauce on classic British foods like Yorkshire puds, sausage rolls and beans on toast. YES to all.
To show the versatility of the drinks, we’re focusing on the usage occasion and showing them in seasonal settings that bring them to life.
official_levi_roots
715 likes
official_levi_rootsZingy Reggae Reggae Tomato Chilli Jam and crispy chicken wings.
That's it. Enough said.
View all comments
1 day ago
POST FORMATS
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.
ReelsFriends
1,234
1,523
5,105
official_levi_rootsWhen the magic happens, you gotta get movin’!
Groove down to the @sainsburys sauce aisle for a whole lotta reggae vibez. We’ll be waitin’ 😉
Original audio
INFLUENCERS
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?
Yep. In just one year:
5,100
Followers
1,410%
Reach
2.2M
People
10.7%
Engagement
SOME NOT-So-SUBTLE
SOCIAL PROOF
"Good n' Proper are a dream to work with. They have a fantastic team of experts with a huge amount of knowledge, enthusiasm and creativity. I am thrilled with all the work they have done to create an engaging and vibrant social presence and would highly recommend them!"
Hollie Fox
Senior Brand Manager, AB World Foods
SO, ARE YOU
REGGAE READY?
We’re excited to continue working with Levi in 2026.
Who knows, we might even need to fly out to the Caribbean for some extra research.
First, some
CONTEXT
If you missed the famous clip of Levi Roots on Dragon’s Den, we’ll take you back.
(P.s. watch it immediately).
Levi began making and selling his legendary Reggae Reggae Jerk BBQ Sauce from his kitchen in Brixton. 16 years later, he took a punt on Dragon’s Den and won over Peter Jones and Richard Farleigh.
Levi Roots Reggae Reggae Jerk BBQ Sauce can now be found in most of the biggest supermarkets across the UK, and his range has expanded to drinks, chilli jams, recipe books and more.
“Help us show that the vibrant flavours of the Caribbean belong on every table.”
Levi’s social media has a loyal audience who remember him from the Dragon’s Den days. But they wanted to draw in a new, younger demographic and increase product consideration amongst a new audience by encouraging trial.
A hugely important part of the social media strategy was to ensure Levi remains at the heart of everything. He’s the brand. He’s the guy with the story, the charm, and the know-how. Our approach to his channels needed to be collaborative to keep Levi’s personality and humbling story throughout it all.
So our objectives here were to…
Increase brand awareness, especially with a younger demographic
Increase product consideration for current products and NPD
Demonstrate that Caribbean flavours belong on every table through inspiration and host foods
OUR
APPROACH
After weeks of research and a guided tour of Brixton with the main man himself, we developed a social media strategy that redefined the content pillars to bring purpose to every single post.
LEVI's Roots
We created a pillar dedicated to ‘Levi’s Roots’ to ensure a space for Levi to communicate his story.
Although a brand account, Levi is the brand. He’s the person that people will connect with, and rightly so.
We kicked off this content pillar with some action shots in and around Brixton by taking our cameras with us and hearing Levi’s story in the place where it all began.
official_levi_roots4,255 likes
official_levi_rootsThe scotch bonnet chilli brings the heat to Reggae Reggae Sauce 🔥
Blended with Caribbean herbs, this secret recipe has been bottled for EVERYONE to enjoy.
View all comments
1 day ago
PERSONALITY & TONE
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.
CONTENT DAYS
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.
SAUCE 🤝 DRINKS
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.
official_levi_roots1,011 likes
official_levi_rootsA splash of mango, pineapple and grapefruit in the sunshine? Oh yesssss ☀️
Grab a friend, 2 bottles of Levi Roots fizzy fruity flavaz and soak up all that vitamin D. Who’s in?
View all comments
1 day ago
SIMPLE, RELATABLE FOOD OCCASIONS
To position the Reggae Reggae Jerk BBQ Sauce as a great entry product, we’ve focused on sharing and creating simple recipe inspiration that anyone can make at home.
Although a new cuisine to some, you can bring out the Reggae Reggae sauce on more foods than you’d have imagined - trust us, it goes with ANYTHING.
We’ve even recently created a social theme that focuses on using the Reggae Reggae Sauce on classic British foods like yorkshire puds, sausage rolls and beans on toast. And, we can happily say, tried it all and… YES!
To show off the versatility of the drinks, we’re focusing on the usage occasion and food pairings. Out and about in the summer sun, chillin’ with a fresh, fruity cocktail, or refreshing at the family BBQ - the options are endless, we just need to show people that.
official_levi_roots715 likes
official_levi_rootsZingy Reggae Reggae Tomato Chilli Jam and crispy chicken wings.
That's it. Enough said.
View all comments
1 day ago
POST FORMATS
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.
ReelsFriends
1,234
1,523
5,105
official_levi_rootsWhen the magic happens, you gotta get movin’!
Groove down to the @sainsburys sauce aisle for a whole lotta reggae vibez. We’ll be waitin’ 😉
Original audio
INFLUENCERS
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?
Yep. In just one year:
5,100
Followers
1,410%
Reach
2.2M
People
10.7%
Engagement
SOME NOT-So-SUBTLE
SOCIAL PROOF
"Good n' Proper are a dream to work with. They have a fantastic team of experts with a huge amount of knowledge, enthusiasm and creativity. I am thrilled with all the work they have done to create an engaging and vibrant social presence and would highly recommend them!"
Hollie Fox
Senior Brand Manager, AB World Foods
SO, ARE YOU
REGGAE READY?
We’re excited to continue working with Levi in 2026.
Who knows, we might even need to fly out to the Caribbean for some extra research.
First, some
CONTEXT
If you missed the famous clip of Levi Roots on Dragon’s Den, we’ll take you back.
(P.s. watch it immediately).
Levi began making and selling his legendary Reggae Reggae Jerk BBQ Sauce from his kitchen in Brixton. 16 years later, he took a punt on Dragon’s Den and won over Peter Jones and Richard Farleigh.
Levi Roots Reggae Reggae Jerk BBQ Sauce can now be found in most of the biggest supermarkets across the UK, and his range has expanded to drinks, chilli jams, recipe books and more.
“Help us show that the vibrant flavours of the Caribbean belong on every table.”
Levi’s social media has a loyal audience who remember him from the Dragon’s Den days. But they wanted to draw in a new, younger demographic and increase product consideration amongst a new audience by encouraging trial.
A hugely important part of the social media strategy was to ensure Levi remains at the heart of everything. He’s the brand. He’s the guy with the story, the charm, and the know-how. Our approach to his channels needed to be collaborative to keep Levi’s personality and humbling story throughout it all.
So our objectives here were to…
Increase brand awareness, especially with a younger demographic
Increase product consideration for current products and NPD
Demonstrate that Caribbean flavours belong on every table through inspiration and host foods
OUR
APPROACH
After weeks of research and a guided tour of Brixton with the main man himself, we developed a social media strategy that redefined the content pillars to bring purpose to every single post.
LEVI's Roots
We created a pillar dedicated to ‘Levi’s Roots’ to ensure a space for Levi to communicate his story.
Although a brand account, Levi is the brand. He’s the person that people will connect with, and rightly so.
We kicked off this content pillar with some action shots in and around Brixton by taking our cameras with us and hearing Levi’s story in the place where it all began.
official_levi_roots4,255 likes
official_levi_rootsThe scotch bonnet chilli brings the heat to Reggae Reggae Sauce 🔥
Blended with Caribbean herbs, this secret recipe has been bottled for EVERYONE to enjoy.
View all comments
1 day ago
PERSONALITY & TONE
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.
CONTENT DAYS
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.
SAUCE 🤝 DRINKS
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.
official_levi_roots1,011 likes
official_levi_rootsA splash of mango, pineapple and grapefruit in the sunshine? Oh yesssss ☀️
Grab a friend, 2 bottles of Levi Roots fizzy fruity flavaz and soak up all that vitamin D. Who’s in?
View all comments
1 day ago
SIMPLE, RELATABLE FOOD OCCASIONS
To position the Reggae Reggae Jerk BBQ Sauce as a great entry product, we’ve focused on sharing and creating simple recipe inspiration that anyone can make at home.
Although a new cuisine to some, you can bring out the Reggae Reggae sauce on more foods than you’d have imagined - trust us, it goes with ANYTHING.
We’ve even recently created a social theme that focuses on using the Reggae Reggae Sauce on classic British foods like yorkshire puds, sausage rolls and beans on toast. And, we can happily say, tried it all and… YES!
To show off the versatility of the drinks, we’re focusing on the usage occasion and food pairings. Out and about in the summer sun, chillin’ with a fresh, fruity cocktail, or refreshing at the family BBQ - the options are endless, we just need to show people that.
official_levi_roots715 likes
official_levi_rootsZingy Reggae Reggae Tomato Chilli Jam and crispy chicken wings.
That's it. Enough said.
View all comments
1 day ago
POST FORMATS
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.
ReelsFriends
1,234
1,523
5,105
official_levi_rootsWhen the magic happens, you gotta get movin’!
Groove down to the @sainsburys sauce aisle for a whole lotta reggae vibez. We’ll be waitin’ 😉
Original audio
INFLUENCERS
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?
Yep. In just one year:
5,100
Followers
1,410%
Reach
2.2M
People
10.7%
Engagement
SOME NOT-So-SUBTLE
SOCIAL PROOF
"Good n' Proper are a dream to work with. They have a fantastic team of experts with a huge amount of knowledge, enthusiasm and creativity. I am thrilled with all the work they have done to create an engaging and vibrant social presence and would highly recommend them!"
Hollie Fox
Senior Brand Manager, AB World Foods
SO, ARE YOU
REGGAE READY?
We’re excited to continue working with Levi in 2026.
Who knows, we might even need to fly out to the Caribbean for some extra research.
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