The Taste of Freedom

Sandwiches have been made the same way throughout the years. It’s always brown on brown, white on white, rye on rye, wholewheat on wholewheat. It's as if the Group Areas Act* and Immorality Act** were in effect for bread.

On Freedom Day (27 April) 2024, a day commemorating 30 years of democracy in the country, SASKO encouraged South Africans to challenge the norm and free their taste buds. How? By making and enjoying their sandwich using both white and brown slices (or any other kind of bread, for that matter). We revealed a limited edition Freedom Loaf. It got dropped off with influencers and these influencers made Freedom Sandwiches, sharing them on social, encouraging people to make their own. There were 45 pieces of influencer created content, thanks to the Freedom Loaf, helping to increase engagement with SASKO online by 529%. The earned PR was significant and the Freedom Loaf was so well-received, people voiced on social media how they wanted it to become a permanent feature of the SASKO bread range.

*The Group Areas Act: an apartheid era South African law that ensured there were designated areas for a specific race to live and no mixing was allowed with other races.
**The Immorality Act: an apartheid era South African law that made it illegal for whites and people of colour (brown/black) to be in relationships (intimate or otherwise).