Castle Lager 'Bread of the Nation'

AWARDED
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ABOUT THE WORK
Castle Lager ‘Bread of the Nation’ – The Challenge:
We needed to remind all South Africans of Castle Lager’s quality ingredients, all sourced within the borders of our country, while uniting a nation in a meaningful way.

Social Insight:
As a brand we saw a big need – South Africa is in the middle of a hunger-crisis, with 55% of South Africans living in poverty, and over 20 million going hungry every day.

The Solution:
We asked ourselves … What if we could use the quality ingredients left behind after the beer brewing process to make a difference.

Brand Insight:
We have 200 000 tonnes of spent grain, locally sourced, that gets discarded every year. As a brand with a purpose to unite South Africans for good, this gives us the opportunity to use this by-product that still has a high nutritional value for good – telling a story about a quality product but also a quality brand set out to uplift South Africa.

Introducing ‘Bread of the Nation’
We used the by-product – the waste product left behind after the brewing process, and milled it into a flour. With food scientists and nutritionists, we developed a recipe for a bread – high in nutrients, fibre and a source of energy.

We then used our extensive distribution network, and a partnership with SA Harvest (South Africa’s biggest community food distribution programme) to deliver the flour to communities in need across South Africa.
Using community bakeries, the flour was made into bread and in a series of activations and experiences, uniting those in need by handing it out for free.

We have completed a number of activations throughout South Africa, with a 3-year commitment from SAB to continue doing so, feeding +1 million people. This on-going initiative has not only shown South Africans the quality of Castle Lager ingredients (with a sales increase and brand upliftment), and become part of SAB’s zero-waste initiative, but has reminded all South Africans of the power we have to use innovation to solve real problems in our country.

IDIDTHAT MEMBER CREDITS:
Agency: Ogilvy South Africa
Production Company: LittleBig
Film Producer: Elmaree Bohm
Film Director: Julian Evans
Sound Design Company: (No Member Credits)