With Reggae Sumfest (July 17-23) approaching, the Jamaica Observer’s Entertainment section continues with the second in the series on key moments from the show leading to opening day.

IN 2019, dancehall artiste Busy Signal became the face of an elaborate promotional campaign for Sunshine Snacks Peanuts. It signalled the brand’s foray into the entertainment industry.

For July 18 to 23 the company will be at Reggae Sumfest, at Catherine Hall in Montego Bay, exposing its Sun Mix product and ‘Power Up and Win’ competition.

Shantell Hill Alfonso is Sunshine Snacks and Nuts’s brand manager for Jamaica.

“We have long realised that the arts, entertainment, and leisure are a big part of the culture of consumers in terms of Sunshine’s consumption. And it is the time that we felt that we really wanted to focus on this channel and industry, given that we have had previous arts and entertainment ambassadors such as Busy Signal in 2019. We understand how important the entertainment industry is to Jamaican culture,” she explained in an interview with the Jamaica Observer. “Given that this is the 60th year of Jamaica’s Independence and it’s the Diamond Jubilee, we wanted to look for the best way, best means, and best partnerships to show our support — and we found that out to be Reggae Sumfest.”

Hill Alfonso declined to reveal much about the brand’s execution and activities at Reggae Sumfest but said the company’s involvement is fitting, given it has an outlet in Fairview, St James.

Prior to Reggae Sumfest, Sunshine Snacks kicked off its summer campaign by participating in the recent ‘New Rules’ stage show.

“We have over 27 unique and respected brands under the Sunshine Snacks line, and peanuts is just one of our top-performing brands in Jamaica — which is why we put our best with the best. We will not only be sampling at Reggae Sumfest but they will be available for sale,” said Hill Alfonso.

She added that the association with Reggae Sumfest may extend beyond this year.

Reggae Sumfest will feature a plethora of up-and-coming and established acts including Tishaine, Moyann, Teebone, Aidonia, Ding Dong, Shenseea, Spice, Skeng, Chronic Law, Jahshii, Sizzla, Beres Hammond, Koffee, Shaneil Muir and Yaksta, among others.