In a thrilling pairing of sports and spice, Freddy Hirsch does it again! Freddy Hirsch proudly announces football legend Lucas Radebe as the Brand Ambassador for the new ‘Heroes’ Brand. This dynamic collaboration aims to transform Shisanyama across South Africa and celebrates the Heroes of the past and present.
Through its many translations, Shisinyama, meaning “burnt meat” in Zulu, is the term used in townships to describe where people make and serve their braais.
Lucas Radebe, renowned as “Rhoo” and “The Chief” during his illustrious career, brings his leadership from the football field to the culinary world. Known for captaining Leeds United and the South African national team, Bafana Bafana, Radebe now captains a team dedicated to enhancing South Africa’s braai culture. His involvement mirrors the legacy of Nelson Mandela, who famously revered him as a personal hero, underscoring Radebe’s role as a unifier and an inspirational figure – a true “Ishumi”.
Lucas Radebe on his new role: “I am excited to be part of the ‘Heroes’ brand, a product that truly represents the spirit of South Africa—diverse, vibrant, and inclusive. With ‘Heroes’, we aim to bring families and friends together over delicious food, bridging the gap between food lovers and football fans nationwide.”
This partnership, coinciding with Freddy Hirsch’s recent Bafana Bafana sponsorship, launches the ‘Heroes’ Brand, designed to enrich any social occasion. Versatile and affordable, ‘Heroes’ is for everyone who cherishes food and loves national football. The celebration comes alive with exciting campaigns and sleek, signature merchandise, transforming fans into enthusiastic ambassadors who proudly display their allegiance to the ‘Heroes’ brand and national team.
Clive Moore, Freddy Hirsch’s Group Head of Marketing, stated: ”Launching the ‘Heroes’ brand with Lucas Radebe honours the heroes of our past and celebrates football’s role in uniting communities. For us, it’s about national pride. This range brings that communal spirit to the dinner table, offering quality, and accessible spices that reflect our 67-year history as the leading ingredients and innovative butchery equipment supplier in South Africa.”
Highlighting the campaign is the Ultimate Shisanyama Experience Competition, offering fans the chance to win R50,000 in cash and a day with Lucas Radebe and 10 friends. It’s not just about the food; it’s about creating memories that last a lifetime.
Radebe will engage with fans through various platforms, from in-store promotions to digital campaigns, sharing his passion for football and tradition.
Follow Freddy Hirsch on Instagram and Facebook for updates on their exclusive competition!
Watch Lukas Radebe Announcement Here
