Castle Lager (South African Breweries) / South AfricaRetail & Shopper
Bread of the Nation.
Castle Lager milled the nutrient-rich grain left over from brewing into flour and baked it into bread for South Africans facing hunger.
- Brand
- Castle Lager (South African Breweries)
- Agency
- Ogilvy South Africa
- Market
- South Africa
- Region
- Global
The challenge
More than half of South Africans live in poverty, while brewing leaves behind protein-rich spent grain.
The idea
The brewer turned its spent grain into a high-fibre, high-protein flour and baked it into a loaf. The bread was distributed to communities in need, recasting a brewing by-product as food.
Case study source: Activation Ideas Source ↗
