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Kerry Foods launch new campaign to boost Levi Roots range of Caribbean meals

by TheMarketingblog - 22/10/2011

Kerry Foods launch new campaign to boost Levi Roots range of Caribbean meals

"Leading consumer foods company, Kerry Foods, is investing in a high impact marketing campaign to support its successful range of Levi Roots Chilled Caribbean Meals. "

Made famous through his Dragon's Den appearance, Levi Roots will host a free concert in London as the main thrust of the experiential and sampling activity supported by advertising and PR.

Launched last year the range is currently available at Tesco stores and sold over 180,000 units in the first month on shelf. The musician, chef and entrepreneur will be entertaining visitors to London’s Brockwell Park on May 29th as he hosts his second Lazy Sunday concert. The event will give visitors a chance to kick back and enjoy a relaxed family day whilst tasting a sample of Levi’s range – all for free. Devised and implemented by 3sixteen the campaign aims to drive consumer awareness and increase sales.

Sue Tiller, Kerry Foods Category Director, Customer Brands, comments: “The Lazy Sunday event will provide the ideal opportunity to interact with consumers whilst sampling dishes from the range of Chilled Caribbean Meals. Levi Roots is a popular personality and his Caribbean chilled meal range means that everyone can easily enjoy the spicy flavours of Levi’s Jamaican heritage.”

Levi Roots experienced a meteoric rise to fame after wowing the Dragon’s Den judges with his Reggae Reggae Sauce. His passion for music and food are boundless and his range of products extends from sauces to drinks and nuts through to pizzas and pasties.

More Details: http://www.marketinguk.co.uk/BtoC/KERRY-FOODS-LAUNCH-NEW-CAMPAIGN-TO-BOOST-LEVI-ROOTS-RANGE-OF-CARIBBEAN-MEALS.asp