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One truly hot topic is dominating student online discussion right now.

It’s not the re-election of Gemma Tumelty (Independent) to NUS President, or impending final year exams or the merits of the new Bloc Party album.

No.

It’s Levi Roots’ Reggae Reggae Sauce.

Have you tried it? Have you even see it? What’s it like and how can I get some?

These are questions students are asking each other.

Levi Roots - real name Keith - is the reggae musician, chef and entrepreneur who charmed businessman Peter Jones of BBC’s Dragons Den when he appeared on the show, leading the multimillionaire to invest significantly in his homemade jerk sauce company.

It seems he also bowled over a nation of university students.

Student anticipation for his new sauce has been feverish.

Leading social networking site Facebook lists over 50 interest groups dedicated to one man and his tomato-based condiment.

They range from the advocatory (Levi Roots Reggae Reggae Sauce Appreciation Society, 1,678 members) to the passionate (I Want To Smother Myself In Reggae Reggae Sauce, 68 members).

There are those eagerly waiting to taste it (Reggae Reggae Sauce Anticipation Society, 3,737 members) and those who have tasted it and been spiritually moved as a result (Reggae Reggae Source Troupe - motto ”There is no other sauce. To worship or consume any other condiment is a crime”).

There is just one, sole backlash group - Reggae Reggae Sauce Is Overrated. 

But it only has four subscribers.

Members of these groups total over 10,000 and discussion is exhaustive, including invaluable consumer feedback eg “Awesome. But it says on the back use within 5 days!! Tomato ketchup says use within 8 weeks, they need to sort that out.”

Many have included pictures of themselves with their beloved brand.

Marketing spend = zero.

Wow.

It’s the kind of response a most marketers would dream of.