Jamaican beat for marketing firm

A SUFFOLK company has been chosen to promote a fiery food range created by Caribbean chef Levi Roots.

Felixstowe-based Pier Marketing has been running a PR campaign to mark the launch of Levi Roots Chilled Caribbean Meals following his success in TV’s Dragon’s Den.

The range, aimed at bringing the sunshine of the Caribbean to the chilled meals sector, includes bright, fun packaging and comes in generous portion sizes to fit Roots’ mantra: “Put some music in your food”.

The team at Pier has been securing coverage for the brand throughout the UK and Paula Bennett, of Pier Marketing, escorted Mr Roots to magazine and radio interviews across London.

“Levi is a great character,” she said. “His larger-than-life personality means that every minute of the campaign has been great fun and the new range is delicious so it’s a joy to sell in the story to media.”

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This is the latest launch for musician, chef and “Dragon slayer” Mr Roots, who experienced whirlwind success following his appearance on Dragons’ Den. The Levi Roots Chilled range includes dishes such as Jamaican Coconut Chicken Curry, Reggae Reggae Chicken and Caribbean Curried Noodles.

Mr Roots said: “I’ve been making coconut chicken curry since way back. It’s based on a traditional coconut rundown recipe, but I’ve added a new twist with mangos, aubergines and chillies.

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“Served with rice and peas this is real home-style Jamaican cooking which takes me back to my childhood,” he added.

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