No-one can begrudge Levi Roots' success with his now-famous flavouring sauce. Damn, when he appeared on Dragon's Den, I had no idea that the Reggae Reggae Sauce brand would turn out to be the monster that it is. It's very nice to see. Roots and the Dragons have since gone on to make major deals with the likes of Subway and numerous pubs and restaurants across the UK. Now they have penned a deal with Birds Eye which will see a Reggae Reggae frozen chicken chargrill (or whatever) product in a supermarket near you. Maybe their biggest deal to date, but that is no excuse for the crappy advert released for it.
Stereotypical, unimaginative, unoriginal and unnecessary are some of the words that come to mind. Some may even say racist, after all, we all know what the differently shaded pieces of chicken are meant to represent. Okay, it's light-hearted, but so was Bernard Manning. Damn, even I thought that was harsh.
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