SASKO celebrates Freedom Day with a half brown/half white limited-edition “Freedom” loaf

This Freedom Day, SASKO, a PepsiCo South Africa brand ignited a national conversation about creativity, freedom and self-expression with its limited-edition Freedom loaf.

The social media stunt was intended to celebrate Freedom Day and encourage consumers to embrace their individuality and think outside the box. The campaign showcased the brand’s commitment to empowering South Africans and the variety of products on offer, including the cranberry infused bread under its speciality range.

A surprise reveal of the SASKO limited-edition half brown/half white loaf in select stores across Gauteng and the Western Cape sparked widespread curiosity and debate on social media platforms with questions, comments and theories from South Africans.

As the buzz grew, SASKO revealed the truth behind the stunt, challenging the status quo of what is the ideal sandwich and also inspired consumers to share their own half brown/half white SASKO sandwiches in an effort to showcase their creativity. The response was overwhelming, with consumers rising to the challenge and sharing their unique creations on social media.

Influencers and consumers alike showcased their culinary skills, creativity and passion for bread, demonstrating the power of freedom and self-expression. The campaign reached many South Africans and the brand’s social media pages were filled with vibrant and mouth-watering sandwiches, each one a testament to the boundless potential of human creativity.

‘We wanted to do something special for Freedom Day,’ said Nomawethu Ngadlela, Marketing Manager at SASKO. ‘We believe that bread is more than just a staple food; it’s a canvas waiting to be filled with your imagination. We’re thrilled to see so many people embracing that spirit and sharing their own creations with us.’

The limited edition “Freedom loaf” was a one-time-only offering, making it a unique and exclusive experience for consumers.

In a country as diverse and vibrant as South Africa, freedom is a precious commodity. The freedom to choose, to create and to express oneself without fear of judgment is what makes our country special. By challenging consumers to think creatively and try something new, SASKO is encouraging South Africans to explore and be bold when it comes to their preference and always embrace their freedom of choice and celebrate their individuality.