Vaughan Croeser, Vice President of Marketing, SAB, commented: “Brands that have our scale have an immense responsibility to do work that positively impacts the communities in which we operate. We know that food has a direct impact on people’s productivity – their ability to work hard, to earn a living. As a brand that is local, natural, and inclusive, ‘Bread of The Nation’ has the potential to make a real difference in our communities, while furthering our ambitions to reduce waste.” Creative agency Ogilvy South Africa, collaborated closely with SAB on the development of “Bread of the Nation” from its very inception several years ago. As an ongoing brand partner, Ogilvy proactively presented the idea for Castle Lager to use the residual ingredients to work with various external partners in developing a product that could help feed those in need.
Pete Case, CEO & Creative Chairman of Ogilvy South Africa Group, said: “Two years in production, ‘Bread of the Nation’ is a true first-of-its-kind innovation. This is the result of collaboration and partnership between Ogilvy South Africa, one of our largest long-standing clients, the South African Breweries, and various external partners including SA Harvest, nutrition experts and a country wide distribution network. We are proud to have launched this sustainable long-term project that uses the intrinsic values of Castle Lager, its core quality local ingredients and its beer brewing process - to help feed a nation in need. This is real brand impact at scale, and we are incredibly excited to go on this courageous journey together with Castle Lager. .