Following a successful pitch in the BBC's Dragons Den in 2007, Sainsbury's secured an exclusive distribution deal. Now the brand is sold through all major retailers and Levi Roots continues to expand his product range. In 2014, his net worth was estimated to be £35 million.
Levi Roots and Reggae Reggae Foods Ltd needed a web presence that would maximise royalty revenues without compromising brand image. The previous website did not reflect the success of the brand to date, nor did it effectively communicate the brand attitude and ethos. So the creative challenge was set. The second challenge was one of timing - the website needed to be live ahead of a £2 million television advertising campaign that was already scheduled at the time of appointment.
In order to engage the user, Avenue's approach was to ensure first and foremost that the creative execution was brand led, capturing the imagination of the site visitor and the spirit of Levi Roots by integrating music and video alongside the bright, Caribbean-inspired brand elements. Due to the system's flexibility, scalability and stability, the Levi Roots website was developed on the Avenue CMS, making use of several custom modules to allow linking between products, recipes and retailers. The CMS is intuitive and easy to use, allowing Levi Roots and his editorial team the option to add and amend products quickly and easily.
Working to a tight deadline, Avenue produced a creatively exciting design which captures the spirit of the Levi Roots brand and demonstrates the wide range of products, on a robust and easy to use CMS. Levi Roots has full control over site content, including the option to bring up-to-date information and product details to the forefront of the site.