Castle Lager is a 100% homegrown beer, brewed from only the highest quality materials sourced within South Africa. In fact, there’s so much goodness in its local grains that huge amounts of protein and other nutrients are left behind even after the brewing process is complete. As South Africa’s national beer, Castle Lager is known for uniting the country to achieve big goals. With 55% of South Africans living below the breadline, Castle Lager wanted to unite around another: to help nourish the country.
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 nourish South Africans in need. The bread is high in energy, fiber, and a source of protein and will be distributed throughout South Africa in the communities most in need.
Vaughan Croeser, Vice President of Marketing, South African Breweries, commented: “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 Cape Town collaborated closely with South African Breweries on the development of “Bread of the Nation” from its very inception more than three years ago. As an ongoing brand partner, Ogilvy proactively presented the idea for Castle Lager to use the residual ingredients to develop 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.
Camilla Clerke, Executive Creative Director at Ogilvy South Africa, added: “This a story of South Africa’s oldest beer, made from 100% homegrown grains – and due to the best quality ingredients going into the beer, the spent grain that remains is high in nutrients, high in fiber and a source of energy. Milling it into a flour, we have created a delicious bread that’ll feed hundreds and thousands of those in need in South Africa – continuing to uplift the nation – much like the brand has done for the last several decades.”
*All Nutrient content claims are in line with R146 legislation.
