BREAD OF THE NATION.
Castle Lager is the largest-selling South African beer brand, with its raw materials sourced within the borders of the country, creating a high-quality product. After the lautering process, hundreds and thousands of tonnes of spent grain is left behind. 55% of South Africans live in poverty, with over 20 million going hungry. As a brand known for uniting the country to achieve big goals, Castle Lager wanted to unite around another: to help feed the nation, repurposing the spent grain to create another product, bread. Introducing “Bread of the Nation,” a delicious bread baked using flour milled from high-quality spent grain—leftover after Castle Lager’s brewing process—that will help to feed South Africans in need. The bread is high in energy, fibre, and a source of protein and will be distributed throughout South Africa in the communities most in need. South African Breweries have made a three year commitment to help feed the Nation.
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. .
