Four schools from communities based in the Western Cape, KwaZulu Natal and Gauteng, received a share of 20 000 loaves of Albany bread.
The four schools were selected during the Albany “Feel the Freshness. Win a Loafie” campaign, which saw listeners of popular national radio shows nominated those schools in their communities they felt most deserved to receive daily deliveries of fresh Albany bread.
Bread will be delivered weekly and daily from Albany Bakeries closest to each school to ensure sustained impact and product freshness.
The bread will supplement each school’s existing nutrition programme.
The four selected schools are:
· Saambou Primary School in Manenberg, Western Cape
· Willows Primary School in Heideveld, Western Cape.
· Bruntville Primary School in Mooi River, Kwazulu-Natal, and
· St Vincent School for the Deaf in Johannesburg, Gauteng.
Albany will donate a further 3000 loaves of bread to a further three schools in communities of need.
The Albany Loafie campaign builds onto the brand’s recent “Fresh Just Got Tastier” campaign which celebrated the familiar consumer habit of gently squeezing a loaf of bread to test its freshness.
The latest campaign extends that platform by introducing the Albany Loafie plush representation of the bread brand’s Superior Brown Bread.
To support awareness and participation, the campaign included partnerships with South African personalities across sport, entertainment and digital platforms, including DJ Zinhle and her daughters Kairo and Asante, Ntando Duma, Zee Nxumalo, and Chad Jones.
Consumers were encouraged to purchase Albany bread through participating retailers and enter the draw to win one of 500 Albany Loafies, including three Golden Loafies linked to bursary prizes.
“Through the Loafie campaign, we’re able to support learners with one of the most important foundations for success, which is good nutrition. A child who is well‑nourished is better able to focus, participate and reach their full potential in the classroom.
“The campaign also allowed us to celebrate a unique shopper behaviour, the gentle squeeze that reassures consumers of Albany’s unmatched freshness in a fun and engaging way. By bringing these elements together, we’re able to make a meaningful difference in schools while reinforcing the quality and freshness that Albany is known for,” says Abongile Dzai, Senior Brand Manager, Albany.
SUPPLIED.
