Inside the Ogilvy South Africa campaign that will feed one million people

Castle Lager, South Africa’s top beer brand, has been distributing free bread made from its spent grain to the poor since 2022, thanks to Ogilvy South Africa. This innovative project required creative directors to work with nutritionists and bakers, and handle logistics, on top of their usual ad duties. Partnering with SA Harvest, they delivered over 20 million meals in a monumental effort to combat hunger and poverty. The campaign boosted Castle Lager’s brand affinity by 21% and sales by 6.4%, earning it a Wood Pencil award. "Advertising can take any form," says Ogilvy's Sibs Zihle. "One day you're making a TV ad, the next, bread."

#dandad #dandadawards #ogilvy

D&AD - Celebrating, inspiring, and nurturing creative excellence since 1962.
www.dandad.org/
Instagram:   / d_and_ad  
Twitter:   / dandad  
Facebook:   / dandaduk  
LinkedIn:   / d&ad  
Pinterest: https://www.pinterest.co.uk/dandad/