案例库 · 战略与领导 · 战略决策 · 2023
这条还没译成中文，下面是英文原文。
Castle Lager turns brewing waste into bread to feed the hungry
SAB milled 200,000 tonnes of discarded spent grain into flour and baked bread for people in need, lifting Castle Lager sales 6.4% and affinity 21%.
South African Breweries · Castle Lager · Ogilvy South Africa
那一手
Castle Lager needed to reverse a sales decline by re-establishing the quality of its ingredients, but it was operating amidst a national hunger crisis: 55% of South Africans live in poverty and over 20m go hungry every day. A conventional advertising claim would have landed as hollow.
The brand noticed it discards about 200,000 tonnes of spent grain a year, a by-product that still carries real nutrition. With Ogilvy South Africa, it milled that grain into flour and worked with food scientists and nutritionists to develop a bread recipe high in fibre and energy. Using its own extensive distribution network and a partnership with SA Harvest, the country's biggest community food distribution programme, it delivered the flour to community bakeries, which baked bread and handed it out for free.
The initiative turned an environmental liability into both a food programme and a tangible proof point: people tasted bread made from the same local grain that goes into Castle Lager. The brand described it as reminding South Africans of the quality of its sourcing, while also feeding the hungry, so the campaign did its job as marketing and as social action in one gesture.
为什么管用
- Spent grain was already a 200,000-tonne waste stream, so the raw cost was near zero.
- A physical, tasteable outcome proved quality better than an advertising claim.
- Using existing distribution scaled it without new cold-chain or retail build-out.
- It aligned the brand with a genuine national problem instead of a manufactured one.
可以搬走什么
If you need to prove your product's quality, find a way for people to experience it that also solves a real problem - the by-product itself can become the demonstration.
后来呢
The first activations produced around 30,000 loaves, with SAB committing to a three-year programme to feed more than a million people. Castle Lager saw a 6.4% sales lift and a 21% increase in brand affinity, as the initiative became part of SAB's zero-waste ESG programme. The work was shortlisted in the 2023 Cannes Lions Dan Wieden Titanium category, was the only African initiative on that shortlist, and earned further recognition including at the One Show and D&AD.
资料来源
- Castle Lager 'Bread of the Nation'
- Castle Lager's Bread of the Nation Initiative Shortlisted For Cannes Award
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