SASKO, an iconic brand that has been touching the lives of millions of South Africans every day for over 90 years, has unveiled a fresh new look with a brand-new advertising campaign. The campaign celebrates its people and demonstrates that it takes a few simple ingredients, in the right hands and with the right care to create something special.
SASKO is the only bread brand in the country to have expertise at every stage of the baking process, from kernel to crust. It is the only bread brand that is baked with its own flour. The campaign message of ‘People who care make things better’ reflects the brand promise ofbetter flour, better bread, and better service to its customers and communities.
According to Nomawethu Ngadlela, SASKO Marketing Manager, the campaign started with the team unearthing its distinctive purpose. A promise that will attract new consumers, while remaining relevant to its audience. The new look and brand promise will be highly visible on television, and heard on radio stations across South Africa. Consumers will experience the brand at many touch points, in stores as well as out of home, including seeing delivery trucks across the country that service supermarkets, cafes and spaza shops in big cities and small towns. It is a promise that all the people of SASKO, including those in the bakeries and mills, have committed to.
Martin Neethling, PepsiCo sub-Saharan Africa’s Vice President and Chief Marketing Officer, explains that a brand restage of this nature is no small feat: “We are investing in SASKO because it is one of our biggest and most important brands, and we have big ambitions for it. We have spent months of strategic planning to uncover brand truths, identify and validate consumer insights, and partner with our creative agencies to bring the brand promise to life. Our new campaign will help us unlock the brand’s distinctiveness that help drive our next phase of growth.
We have tested everything with our consumers, from the packaging to the communication across every element, in some cases multiple times. The exciting thing is that consumers have told us that they love the packaging, and agree wholeheartedly with the idea that ‘people who care’ really do make things better.”
SASKO’s new CARE campaign is about authenticity and acknowledging the people in its business who make a difference. Its people are special – they all have flour in their veins. The bakeries run 24/7 and the trucks cover millions of kilometres every week.
This is the reason SASKO featured some of its employees in the television commercials. People like Bernard van Wyk, a miller in Malmesbury, Western Cape. He is one of only a few millers in the country and has spent years honing his craft. He takes pride in seeing the SASKO products on shelves, knowing they are the best. And Zethu Mthethwa, one of the bakers based in Kwa-Zulu Natal. She has risen through the ranks thanks to her drive and dedication, as well as her passion for ensuring all South Africans get their daily bread. Finally, Johnson Mpanza, a driver from Kwa-Zulu Natal features too. He’s up at 4am every morning to ensure the loaves arrive fresh, come what may.
We meet all the characters in the television commercial because SASKO’s people who care are part of our promise. There are four mini documentaries that explore the lives of all our heroes, their journeys and what they care deeply about.
The campaign demonstrates how the attribute of care underpins everything SASKO does. It is one of SASKO’s greatest assets and ensures everything is better from its finely milled flour to its soft bread.
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