Castle Lager, the leading beer brand in South Africa, takes pride in using locally sourced raw materials, resulting in a top-notch product. However, during the brewing process, a substantial amount of spent grain is left behind. Considering that 55% of South Africans live in poverty, with more than 20 million people suffering from hunger, Castle Lager has undertaken a new initiative. Leveraging its reputation for rallying the nation towards significant achievements, the brand aims to unite people once again, this time to address the pressing issue of food scarcity. The solution? Repurposing the spent grain to create bread. Introducing “Bread of the Nation,” a delectable bread made from flour milled using high-quality spent grain from Castle Lager’s brewing process, providing sustenance to South Africans in need. This bread is not only rich in energy and fiber but also serves as a source of protein. It will be distributed across South Africa, prioritizing communities facing the most dire circumstances.
South African Breweries has made a commitment to sustain this effort for three years. Vaughan Croeser, Vice President of Marketing at SAB, emphasized the responsibility that brands of their magnitude bear to positively impact the communities they operate in. Recognizing that food directly affects people’s productivity and their ability to earn a living, Croeser believes that “Bread of the Nation,” as a local, natural, and inclusive brand, has the potential to bring about real change in the communities while furthering their waste reduction goals.
The development of “Bread of the Nation” began several years ago through a close collaboration between creative agency Ogilvy South Africa and SAB. As a longstanding brand partner, Ogilvy actively proposed the idea of utilizing residual ingredients from Castle Lager to work with external partners in creating a product that could address the needs of the hungry population.
Pete Case, CEO & Creative Chairman of Ogilvy South Africa Group, expressed his pride in the two-year-long journey that led to the creation of “Bread of the Nation.” This innovative project emerged through collaboration and partnership between Ogilvy South Africa, one of their largest clients, the South African Breweries, and various external partners such as SA Harvest, nutrition experts, and a widespread distribution network. Case sees this sustainable long-term project, which capitalizes on Castle Lager’s intrinsic values, local ingredients, and brewing process, as a momentous accomplishment that can feed a nation in need. The scale of this brand impact is truly remarkable, and he looks forward to embarking on this courageous journey alongside Castle Lager.
