Social media success with Dragon's Den Royalty

Levi’s social media channels have a loyal audience who remember him from the Dragon’s Den days. But we wanted to draw in a new, younger demographic by sharing Levi’s story and positioning his Reggae Reggae Jerk BBQ Sauce as the authentic Caribbean condiment to shake up meal times in every house.

But (big but here), Levi must remain at the heart of everything. He’s the brand. He’s the guy with the story, the charm, and the know-how. So our approach to his social media channels needed to be collaborative and one that ensures Levi’s personality and humbling story cut through.

But, why now?

Caribbean food and flavours are becoming more mainstream in supermarkets, and easily accessible to the masses. Levi was a pioneer in this, and has banging products that give an authentic Caribbean experience.

Our objectives:

- Increase brand awareness, especially with a younger demographic
- Demonstrate that Caribbean flavours belong on every table

After weeks of research and a guided tour of Brixton with the main man himself (he’s an absolute gent), we worked up a social media strategy that redefined the content pillars to bring structure and purpose to every single post.

We needed to put this bold, vibrant brand that Levi’s created onto his social media channels. All backed with an inspiring story and a tonne of tasty products that make you wish you were on a flight to the Caribbean right now.

Levi's Roots

We created a pillar dedicated to ‘Levi’s Roots’ to ensure a space for us and Levi himself, 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.

The Personality & Tone

Levi’s personality shines. He’s a person that can’t help but bring the vibes. All of this needed to come across on his socials too.

From the tone of voice to the chilled Reggae sounds of the Caribbean as the backing audio to his Reels, we actively push as much personality into every piece of content as possible.

We wanted to deliver Levi’s personality and all he’s passionate about through visuals, music, colour usage and tone.

Drinks and Sauce

Levi has two key product ranges: Reggae Reggae Sauce and Carribean Crust soft drinks. So along with the ‘Levi’s Roots’ content pillar, we created two separate pillars dedicated to these key products.

By giving them their own pillars, it gives us the creative freedom to explore content formats, ideas and and mini campaigns all with a singular product focus.

Within each, we set out to build awareness for the two products by giving people all the information they need to buy, as well as inspiring them on how they can actually be used.

Simple, Relatable Recipes

To position the Reggae Reggae Jerk BBQ Sauce as the ultimate entry product, we’ve focused on sharing and creating simple recipes 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.

To show off the versatility of the drinks, we’re focusing on the usage occasion. Out and about in the summer sun or chillin’ in a fresh, fruity cocktail - the options are endless, we just need to show people that.

Post Formats

Social media is a creative outlet. It’s not a platform to just throw sales talk at people. It’s a space to deliver experiences.

We’ve begun experimenting with more video and stop motion on Levi’s accounts to bring people on the sensory experience with us.

Video not only helps demonstrate each step of a recipe or allows you to communicate more information in one post, but it’s a format that resonates with the younger audience. We know that a large portion of those on social media are looking for entertainment, and to learn something new. Video, when done in the right way, is a great way to do it.

Influencers

Although Levi will remain at the heart of the brand, bringing on a strong influencer strategy to support our content will directly show Levi Roots’ products in other people’s hands and homes.

These flavours and recipes can be enjoyed by everyone, and by working with content creators, we can show just how easy and delicious anyone can make it.