Levi Roots

The aim of our work with the notorious ‘Dragon Slayer’ is to drive a distinction between the brand and the person, by raising awareness of Levi Roots’ philanthropic commitments as well as bringing together his roles as chef, musician and businessman.

We developed the ‘Levi Roots School of Life’ to show his ongoing inspiring campaign with schools and prisons.  The idea is that if the consumer connects with the ‘man’ then brand loyalty will follow.