Global Courant
Alan-Browde-CEO-and-founder-SA-Harvest-Mpho-Tshukudu-dietitian-and-Wendy-Bedforth-brand-director-Castle-Lager
Castle Lager Bread of the Nation by South African Breweries has been shortlisted for the Dan Wieden Titanium Lion Cannes Awards 2023 category. The campaign became the only African initiative to be shortlisted by the jury.
Now in their 70th year, the Cannes Lions Awards celebrated and honored the creativity and inventiveness of advertising agencies from around the world. Run under the Castle Lager brand, this campaign represents a pioneering approach to sustainability and community development by turning brewing by-products into highly nutritious bread. This initiative stems from South African Breweries’ Environmental, Social and Governance (ESG) program, launched within the company last year, which aims to minimize the impact of the company’s operations on the environment and achieve zero waste reach.
The Bread of the Nation initiative produced approximately 30,000 loaves of bread through the use of locally grown grains, making it an economically and socially sustainable business. The Health Food Company, a bakery commissioned by Castle Lager, was responsible for manufacturing the nutritious bread for distribution to the communities in which SAB operates.
Vaughan Croeser, Vice President of Marketing at South African Breweries says the shortlist for the much sought after award confirms the value of this initiative.
“We are delighted to be shortlisted for this prestigious international award. The Bread of the Nation campaign eloquently expresses our Environmental, Social and Governance (ESG) program, which governs how we work to achieve our vision of creating a more courageous future through sustainability, accountability and targeting into our business strategy and actions.
Our commitment to improving the communities we are part of remains unwavering. We are proud to lead the way into that future and be a next generation company today. This award reassures us that we are on the right track and encourages us to work harder with a newfound determination to create a future of more joy through more shared prosperity,” said Croeser.
The winner was announced on Friday at the Palace of Festivals and Congresses of Cannes in Cannes, France.
The Titanium Lions celebrate groundbreaking creativity. Shortlisted entries had to break new ground in brand communication with provocative, groundbreaking, enviable work that redefines and advances the industry. Ogilvy SA, the advertising agency behind the campaign, along with supporting partner agencies such as M-Sports Marketing Communications and Little Big Productions were the only African agencies to be shortlisted for the Titanium Lions.
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