Levi Roots appoints Leeds’ Good n’ Proper as retained agency

Levi Roots, maker of the famous Regga Reggae sauce, has appointed Leeds-based Good n’ Proper as its retained digital marketing agency.

Good n’ Proper will work with AB World Foods on a long-term social media strategy to boost brand awareness and demonstrate that Reggae Reggae can elevate any everyday meal. The agency will also be working alongside Vimto to promote Levi’s range of Caribbean Crush soft drinks.

Levi has become one of Dragon’s Den’s biggest success stories following his memorable appearance in 2007 when he secured investment from both Peter Jones and Richard Farleigh. Most recently, he has enjoyed a stint in ITV’s Celebrity Big Brother.

Good n’ Proper meanwhile has added another impressive food and drink client to their roster in just its first year of operation, after recent Roxy Leisure and Mission Mars wins.

Chloe Ryce, brand manager at AB World Foods, said: “We chose to appoint Good n’ Proper as they shared many of our brand values such as authenticity, creativity and of course fun. They have a productive, often informal working style and were quick to understand the brand and how it can be best brought to life on social media. We onboarded them at an exciting but fast-paced time for the brand – with Levi entering the Celebrity Big Brother house. They rose to the challenge, delivering engaging & reactive content.”

Phil Leather, founder of Good n’ Proper, added: “Levi is a legend. Everyone remembers his iconic Dragon’s Den pitch, and that longevity is a testament to both the product and, more importantly, him as a person. We’re chuffed to be working alongside him on this next stage of growth, adding to what’s already been an exciting 2024 for Good n’ Proper.”