SASKO ‘Sam’s Stacks’

WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
CHALLENGE
SASKO is one of South Africa’s most loved bread brands. It could do no wrong in the eyes of consumers. Until there was an incident involving an item that shouldn’t have been in the bread. This severely impacted perceptions of the quality of SASKO. People were very vocal online about them being done with SASKO and not ever buying the bread again. The once loved and trusted brand was in freefall.

SOLUTION
Despite improved quality checks after this, meaning the bread had gotten even better, people were just not willing to try it again. But what if we could get them to trial it, without at first realising it? Because if we couldn’t even give SASKO away this point, why not charge for it instead? That’s when we introduced Sam’s Stacks, a bespoke pop-up restaurant on UberEats. SASKO hacked the platform and got people to sample the bread again, without realising it. The first paid-for sampling activation turned into a 5-star rating on UberEats and number one trending restaurant in the Sandton region on the app. Best of all, when we revealed that Sam’s Stacks was made with SASKO, the people showed the brand nothing but love again.

CREDITS
Client/Brand: PepsiCo SASKO
Assistant Brand Manager: Joy Cheng
CMO or Marketing Director: Vilosha Soni, Nomsa Khanyile, Thandolwethu Madliki

Agency: Machine_
Chief Creative Officer: Pete Little
Executive Creative Director: Jabulani Sigege
Creative Director: Nkululeko Vilakazi
Agency Art Director: Simone Moema
Agency Managing Director: Lindsey Rayner, Robyn Campbell
Animator: Paballo Chikala, Sinaye Sonjica
Designer: Paballo Chikala, Sinaye Sonjica
Editor: Josh Swanepoel
Set, Staging & Lighting: Simele Shange
Account Management: Vuyelwa Ntshuntshe, Sanele Mthethwa
Strategist: Tshepiso Mokgabudi, Tafadzwa Penny
Writer: Makoena Mahlalela, Nuhaa Davis, Noxolo Omuta, Zaza Maluleka

Media Agency: (Not an IDIDTHAT member)

PR Agency: (Not an IDIDTHAT member)

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