In partnership with Ogilvy South Africa, South African Breweries is baking bread from residual beer ingredients to help feed the poor.
Castle Lager is the best-selling South African beer brand and sources all of its raw materials from within the borders of the country. After the lautering process, hundreds and thousands of tonnes of spent grain are left behind.
Castle Lager wants to address the fact that 55% of South Africans live in poverty by repurposing the spent grain to create bread.
The ‘Bread of the Nation’ is high in energy, fibre, and a source of protein and will be distributed throughout South Africa in the communities most in need.
With over 20 million people going hungry, South African Breweries has made a three year commitment help feed the nation.
“Brands that have our scale have an immense responsibility to do work that positively impacts the communities in which we operate,” SAB vice president of marketing, Vaughan Croeser, said. “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.”
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The idea was originally dreamt up by creative agency Ogilvy South Africa several years ago.
Ogilvy South Africa Group CEO and creative chairman, Pete Case, added: “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.
