Purity Bakery and Shericka Jackson discussing possible ambassadorial role

By September 22, 2021
Shericka Jackson and Purity's Russanette Dennis shortly after Jackson was presented with a package of the bakery's products Shericka Jackson and Purity's Russanette Dennis shortly after Jackson was presented with a package of the bakery's products

Consolidated Bakeries Jamaica Limited through its Purity Bakery brand is in discussions to formalize a professional relationship with Olympic relay gold medalist and 100m bronze medalist Shericka Jackson.

Jackson, 27, has seen her popularity soar since she finished second to Shelly-Ann Fraser-Pryce in the 100m at Jamaica’s national championships in June and then finished third in a Jamaica 1-2-3 sweep of the 100m medals at the Tokyo Olympics in August.

She was also third in another sweep of the top three places in Eugene, Oregon on August 21, when she ran a personal best of 10.76 in the 100m won by compatriot Elaine Thompson-Herah in a world-leading 10.54. Shelly-Ann Fraser-Pryce, the Olympic silver medalist ran 10.73 for second place.

On September 3, Jackson, apparently missing the comforts of home, having been away from the island for several weeks, tweeted that she was looking forward to arriving home and enjoying some of her favourite guilty pleasures specifically, two curry patties from Devon House, three grapefruit ice creams also from Devon House, chocolate, two cheese patties and two Purity Buns.

Alerted to the tweet, representatives from Purity, who currently does not sponsor Jackson, jumped at the opportunity and delivered several palates of product to the Olympic medalist when she arrived home earlier this week.

The gesture generated encouraging feedback on social media raising the prospect that Purity and Jackson formalizing a partnership. Responding to queries about that possibility, Russanette Dennis, the Marketing Officer at Purity, indicated that the company was in the early stages of negotiations with the athlete’s representatives.

“We’d love to have her as an ambassador but it’s too early to confirm anything ambassador-related right now,” she said.

Dennis said the Purity brand did benefit from Jackson’s tweet in early September that was retweeted more than 300 times and generated more than 3000 likes.

“Quite a few people sent us the tweet before we saw it. Many tagged us on all platforms that it was posted,” Dennis revealed.

“When we responded, though, our pages started to jump in followers. We got approximately 200 (Instagram) followers that night and about 50 on Twitter. Over the next couple of days, our IG page jumped about 200 more and have been gaining following organically since then, especially when he posted something related to Shericka.

“The organic engagement is through the roof for all platforms. People love her and it’s easy to see why. So naturally, they will love everything to do with her.”

There is no word on when the discussions will conclude or what would be a likely outcome.

Leighton Levy

Leighton Levy is a journalist with 28 years’ experience covering crime, entertainment, and sports. He joined the staff at SportsMax.TV as a content editor two years ago and is enjoying the experience of developing sports content and new ideas. At SportsMax.tv he is pursuing his true passion - sports.

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