Ogilvy: Castle Lager’s Bread of the Nation

Castle Lager, the biggest selling South African beer brand, is 100% homegrown and 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.

With 55% of South Africans living below the breadline, and 20m going hungry every day, Castle Lager and Ogilvy wanted to find a way to help nourish the country. So, the brand turned the beer’s waste product and milled it into flour.

Bread of the Nation is high in energy, fibre and protein, and was distributed throughout South Africa to the communities most in need. The bread also served as a reminder to South Africans of the quality ingredients of Castle Lager beer – grown for over 127 years within the country.

The campaign saw a brand uplift of +9.2%, an increase in brand affinity of over 21% and Castle Larger saw beer sales increase by 6.4%.