What's on South Africa's plate

The ask

As Africa’s largest food manufacturer, Tiger Brands’ core purpose is to nourish and nurture more lives every day. In an environment where public sentiment was still focused on the listeriosis crisis and class action lawsuit, Tiger Brands wanted to win back consumer trust.

The answer

The latest national nutrition study was conducted by the South African Government in 2012, so we commissioned an independently research report that looked at a cross-section of South Africa's health and wellness. The State of Nutrition in South Africa report also looked at changing eating habits around Covid-19 and the national lockdowns, where incomes were under threat and people stayed at home.

The report was announced to media under Tiger Brands’ Eat Well Live Well Institute, and included topics of interests to professional nutritionists, health and wellness organisations, food manufacturers and consumers.

The Result

R1.2 million in earned media

Through online, social and a launch to 41 media representations, influencers and Tiger Brands employees, we got South Africans talking about nutrition again.