ExpoGuys Expands Operations

By

-

August 6, 2025

ExpoGuys has significantly ramped up its operations in the Western and Eastern Cape and now offers a full-service, turnkey solution for clients in both regions. The Cape Town branch is led by Arnaux Cronje, who brings deep experience and a hands-on approach to every build. Under his guidance, the team delivers custom stands, infrastructure, branding, and support for exhibitions, events, activations, and conferences across the Western and Eastern Cape.

While the company has had a presence in Cape Town for several years, the expansion includes a fully equipped local factory based in Epping, a dedicated team, in-house printing facilities, stocked inventory, and a fleet of vehicles ready to deliver.

Patrick Cronning, Commercial Director at ExpoGuys, said the decision to scale up in the Cape was driven by rising demand. ‘We’ve seen consistent growth in Cape Town and surrounding regions over the past few years. Expanding our operations gives us the ability to turn around jobs faster, reduce transport costs, and offer clients full-service backup and support, all without waiting on a team to fly in or materials to be trucked down.’

Although the company’s main operations remain in Johannesburg, this additional capacity in the Cape is fully backed by the Joburg team when needed, ensuring national consistency and delivery standards across the board.

EXPOGUYS
www.expoguys.co.za

PR Worx Appoints New Managing Director

By

Modern Marketing

-

August 6, 2025

PR Worx Appoints New Managing Director — Shannon Henning, PR Worx.

PR Worx has announced Shannon Henning as its new Managing Director. Henning has been with PR Worx for 15 years, and has worked closely beside CEO and founder, Madelain Roscher, for much of her career. Over the past few years, she has headed up PR Worx’s crisis communications, government relations, and client portfolios for high-net-worth individuals, delivering strategic counsel to some of South Africa’s most well-known names.

She has now formally stepped into the Managing Director role to lead the agency’s day-to-day operations, oversee client service delivery, and accelerate innovation across its service lines.

The move will sharpen PR Worx’s leadership edge as it seeks to scale into high-growth markets abroad and capture new opportunities.

Roscher, who remains CEO, will focus on strategic growth and business development, including rolling out advanced stage plans to expand PR Worx’s continental presence, with new offices outside of South Africa’s borders. ‘I couldn’t hand over the reins of an agency I built from the ground up to just anyone,’ she said.

‘Henning has been my right hand for many years, and she’s more than proven that she’s ready to help lead our business into its next chapter. She’s a natural leader with the confidence and instincts that this role demands, and she’s smart, fearless, and results-driven, which is exactly what PR Worx is all about.’

‘So, while my focus is shifting more towards bringing our successful model to new markets, I have absolute faith in her to keep driving excellence at home, and to ensure that PR Worx keeps setting the gold standard for our industry and the continent.’

Henning is both a seasoned public relations professional and an entrepreneur and businesswoman in her own right.

As a stalwart of the agency, she has helped PR Worx to build its reputation as a trendsetting PR and marketing firm that doesn’t shy away from complex narratives, high-stakes reputational challenges, or national campaign rollouts.

Henning said that she is excited to continue building on the strong foundation of trust, and outstanding track record for strategic implementation that have made PR Worx a powerhouse for more than two decades.

‘PR Worx has been named Africa’s Best on multiple occasions. We take on clients and causes that we believe in, we move quickly, and we emphasise delivering results. For years, I’ve had the privilege of doing this alongside Roscher, learning from one of the most respected leaders in our field – someone who is quite literally known as the ‘PR Guru’,’ she noted.

‘Now, as Managing Director, I’m extremely proud to be leading such an incredible, award-winning team as we set our sights even higher, both as an agency and on behalf of our clients.’

Roscher added that Henning’s leadership is the perfect match for where PR Worx is headed. ‘This is an exciting time for PR Worx. We’re growing. We’re evolving. And with Henning at the helm, I can dedicate my time to strengthening relationships with our larger clients, building new partnerships, expanding our footprint, and taking our brand onto an even bigger stage. Henning is the right leader for our next chapter, and I look forward to sharing many more announcements on behalf of PR Worx soon.’

PR WORX
https://www.prworx.co.za

Direct-To-Consumer Approach Can Help News Organisations Win In A Highly Fragmented Environment

By

Modern Marketing

-

August 6, 2025

Direct-To-Consumer Can Help News Organisations Win In A Highly Fragmented Environment — Amanda Rottier, CNN .

According to Amanda Rottier, Senior Vice President and Head of Growth, CNN, gone are the days where people only get their news by sitting down for the nightly news or reading the morning paper. They are seeking diverse news, opinion, information and storytelling that’s in-step with their interests, passions and daily habits.

There is near universal acceptance in the industry that in an era rife with news avoidance, misinformation and competition for attention, news organisations must work even harder to earn and keep audiences’ trust and loyalty. Adhering to essential journalistic principles, producing a high quality of output and delivering distinctive, impactful journalism are all key facets to building and keeping an audience. However, an increasing factor in fostering audience loyalty, trust and engagement is the adoption of direct-to-consumer strategies.

Too often, going direct-to-consumer is framed purely in monetary terms with streaming and paywalls seen as the answer to offset declines in traditional sources of revenue, but the changing economics of news is only part of the equation. Going direct-to-consumer offers much more beyond building a complementary business model. It can also help news organizations win in a highly fragmented news environment, by incentivising them to foster deeper connections with an engaged audience that is *opting in* to their product through creating a news experience that meets its audiences’ needs.

In my experience, implementing a direct-to-consumer strategy means recognising a symbiotic relationship between the consumer and the publisher. Media organisations need engaged audiences in order to fuel a direct-to-consumer business, and a direct-to-consumer business model also creates the incentive to generate better experiences for consumers that command more engagement and loyalty. I saw this at my previous career stops, most recently at the New York Times. Now, at CNN, we are focused on creating direct, paying relationships with our audience by giving them products and content that our audience loves to drive regular engagement, tap into people’s daily interests and are worth paying for.

We already have newsletters and podcasts that people subscribe to, and last October we debuted an audience-focused subscription offering where subscribers in the US have unlimited access to all our journalism plus exclusive features. Building on this work, we recently announced that a new CNN streaming product will launch that includes live channels, catch-up features and video on demand. It will be available, first in the US, and later internationally. We also announced plans to launch CNN Weather as our first standalone digital lifestyle product.

This strategy is built on deeply understanding and meeting the needs and expectations of the audience. With a focus on testing and learning, we use first-party data and real-time insight to directly respond to their behaviour and build experiences that meet their needs.

Key to rolling out more standalone products will be an ability and mindset to take from previous learnings to bring improvements across a full suite of products and services. For instance, we learnt from the launch of our subscription offering that users expect more premium content that is unique and differentiated and serves a specific need. This is now being factored into our plans to launch future digital experiences.

As well as understanding the symbiotic relationship between publisher and audience, news organisations also need to consider another key group when implementing a direct-to-consumer strategy. The increased consumer engagement and loyalty from publishers having a direct relationship with the audience can benefit commercial partners such as advertisers who have greater opportunity to reach more engaged audiences with advanced targeting capabilities and relevancy. Going direct-to-consumer doesn’t happen at the detriment to the advertising offering if products are built in a way that integrates advertising in a smart way that is additive to the overall user experience.

The biggest challenge, in my experience, is culture. Moving from a primarily ad-driven business to a direct-to-consumer business, requires new skillsets across the organisation. While news organisations have innovated in many areas such as use of technology and developing new formats, we are also inherently risk-adverse in other aspects because journalists must be so diligent and careful when it comes to output. Therefore ‘test and learn’ and ‘safe to fail’ are not common terms in the news lexicon. This is completely correct when it comes to producing news reporting, but they are essential for the development of new products and services, and ultimately, building and engaging your audience for years to come.

CNN
https://edition.cnn.com/

Brand Perception And Brand Reputation Need Different Management Approaches

By

Modern Marketing

-

August 6, 2025

Nadia Hearn, Get Published

Nadia Hearn, founder of Get Published, explains how to distinguish between brand perception and brand reputation, shedding light on their significance and how they contribute to a brand’s overall image and success.

In today’s competitive business environment, where trends shift rapidly and customer loyalty is hard-won, understanding the distinction between brand perception and brand reputation is the difference between building a brand that resonates or merely echoes. Mistake these two, and your strategies are likely to be misaligned, leaving the growth of your business on the table.

Brand Perception: The Immediate Impression

Brand perception is about how your audience views and understands your brand based on their experiences, interactions, and the messages they receive from marketing, PR or word of mouth.

Consider consumers’ strong connections with brands such as Dettol’s sanitising power, Apple’s sleek, ‘must-have’ aura, or Jeep’s all-terrain capabilities.

Various elements of your brand, including visual identity, product experience, advertising, and more shape perception. How is your brand putting its best foot forward to positively shape the way consumers think and feel towards your brand?

What are your potential consumers’ immediate thoughts and feelings towards your brand?

Brand Reputation: The Long-Term Evaluation

Reputation is your brand’s legacy. It is the years your brand spent delivering on promises, the ethical compass that guides every decision. It is the cornerstone of trust between you and loyal consumers, built on consistent quality, genuine customer care, and weathering the storms of controversy.

Take Mr Price’s consistent affordability or Nike’s inspiring athlete partnerships. That is reputation in action.

Unlike perception, which can be more fleeting, reputation is often harder to shift quickly and relies on both perception and actual performance.

It’s important to distinguish these concepts. Understanding the difference between brand perception and brand reputation is crucial for any business looking to build lasting connections with their audience. While perception can be influenced more quickly through strategic campaigns, reputation is built over time through consistent actions and integrity.

While brand perception and brand reputation are closely related, they are distinct concepts that require different management approaches. Brand perception is about how people currently view your brand, while brand reputation is the overall judgment of your brand’s value, reliability, and character over time. By understanding and addressing both, businesses can better navigate the complex landscape of brand management and build lasting relationships with their audience.

GET PUBLISHED
https://www.get-published.co.za

Enter The 2026 Product Of The Year South Africa Awards

By

Modern Marketing

-

August 6, 2025

Enter The 2026 Product Of The Year South Africa Awards

For over three decades, across more than 40 countries, Product of the Year has been the ultimate consumer-voted recognition of product excellence and innovation. In a marketplace where shoppers are more discerning than ever, the Product of the Year seal serves as a powerful shortcut: it tells consumers, ‘This product delivers. You can trust it.’ For brands, that endorsement is a proven driver of sales, visibility, and consumer confidence.

Entrants are urged to stake their claim early. Early Birders, who enter between 1 August and 30 September 2025, will enjoy a 25% discount on the winner’s fee in the event of receiving an award.

Who Can Enter?

– Products or services launched or modified between 1 January 2024 and 31 December 2025.
– Products that demonstrate innovation in function, design, packaging, or ingredients.
– Products or services in the Heritage category, celebrating those that have earned consumer loyalty for 10+ years.

‘Over the past three years, we’ve seen Product of the Year South Africa grow into a powerful platform for brands to stand out and for consumers to make confident choices. The 2025 programme was a bumper year for both entries and winners, and we’re looking forward to an even better one in 2026,’ said Edith Venter, General Manager: Product of the Year South Africa. ‘Winning brands have leveraged the seal to elevate their reputation and boost sales. With this momentum, we’re excited to deliver a dynamic programme for 2026 that shines an even brighter spotlight on the products South Africans love and trust.’

Securing the Product of the Year title is about more than brands patting themselves on the back. It offers real, strategic and business advantages that, over the years, brands have leveraged to great advantage.

A win comes with nationwide PR exposure and heightened visibility across multiple platforms. In addition, winners earn the right to use the Product of the Year seal for one full year. This mark of trust and innovation has been proven to influence purchase decisions and deliver strong returns in an increasingly competitive market. Further, winners get in-depth consumer insights from global research leader Kantar, who survey a nationally representative sample to determine winners based on real consumer opinion.

‘Our methodology is simple but powerful: it’s driven by the voice of the consumer,’ said Mike Nolan, Global CEO of Product of the Year. ‘That’s why the seal holds such weight in the modern retail landscape, it’s a symbol of trust, credibility, and innovation.’

The Product of the Year should appeal to most marketing professionals and brand decision-makers, as well as media outlets covering marketing, business and product innovation, FMCG brand decision-makers, and industry influencers.

Brands can submit entries across multiple categories here.
– Early bird entries close 30 September 2025
– Final entries close 30 January 2026

For more information, contact 011 783 5887 or email info@poysa.co.za.

PRODUCT OF THE YEAR AWARDS
https://productoftheyear.co.za/

Castle Milk Stout Launches Interactive Campaign To Honour Ancestors

By

Modern Marketing

-

August 6, 2025

Castle Milk Stout Launches Interactive Campaign To Honour Ancestors

Castle Milk Stout has launched an innovative print ad featuring hidden ink. When the first sip of Castle Milk Stout is poured over the ad, a message is revealed: a heartfelt reminder to honour ancestors and keep their stories alive. This interactive experience is more than a campaign, it’s a daily practice to ensure oral traditions endure, even in a world of scientific genealogy.

Castle Milk Stout calls on South Africans and Africans across the continent to join the movement. Pour a sip, share a story, and heed the calling to keep ancestral legacies vibrant for generations to come.

Izithakazelo (Zulu), Xivongo (Xitsonga), Diboko (Sesotho), Isiduko (Xhosa), these are more than words. They are oral traditions of clan name praises, powerful tributes to ancestors who carved paths for today’s generation. These rituals, woven into ceremonies like weddings, funerals, and family gatherings, honour the wisdom, triumphs, and legacy of those who came before. But as Westernised lifestyles gain ground, a question looms: Will these traditions endure? Will future generations know their roots, their stories, their ancestors’ journeys?

The Power of Genealogy And Ancestral Connection

Our DNA carries the stories of countless ancestors, encoded in the physical features, names, and legacies passed down through generations. Clan names often reflect the actions, values, or triumphs of those who shaped our existence. Yet, with the rise of scientific genealogy: mapping family trees through DNA analysis, can we rely solely on science to define our heritage? Or can we keep the oral traditions of veneration alive, ensuring the next generation remains tethered to its roots? This became the back bone for Castle Milk Stout to create a platform for this cultural expression.

A Cultural Awakening

Across South Africa and the continent, a cultural renaissance is unfolding. Artists, podcasters, writers, and creators are returning to their grassroots, using music, literature, and fine arts to preserve ancestral stories. This ‘woke’ era isn’t just a trend, it’s a movement to reclaim and celebrate African identity. From daily practices to artistic expressions, these voices remind us: don’t let their stories disappear.

Castle Milk Stout believes veneration is more than tradition, it’s a bridge between the living and the spiritual realm. In African spirituality, ancestors are omnipresent, guiding and protecting us as messengers between worlds. Honouring them fosters a profound sense of belonging, strength, and purpose in everyday life.

‘Our commitment to ancestral veneration goes beyond awareness, it’s about affirmation,’ said Hetisani Makhubela, Brand Manager for Castle Milk Stout. ‘In a world where South Africans often defend their cultural practices, we’re creating platforms to celebrate ancestral knowledge as a powerful, dignified part of our identity. Our partnerships with artists and creators reflect truth, translate history, and spark meaningful dialogue.’

Castle Milk Stout’s Don’t let their story disappear campaign, now in its latest phase, invites South Africans to dedicate their first sip of a Castle Milk Stout to their ancestors. ‘On May 8, thousands poured a sip in homage, not because they were told to, but because it resonates deeply. ‘This is progress,’ Makhubela added. ‘It’s about keeping traditions alive in ways that feel authentic and relevant.’

CASTLE MILK STOUT
www.castlemilkstout.co.za

Marketing Agency Founder Named As Nedbank Oliver Top Empowerment Awards Finalist

By

Modern Marketing

-

August 6, 2025

Kabelo Ncholo, Y-Brand.

Hosted by Topco Media and moderated by Leeann Manas, the Nedbank Oliver Top Empowerment Awards honour South Africa’s trailblazers in transformation, diversity, and empowerment. Kabelo Ncholo, the founder and CEO of Y-Brand, a through-the-line marketing agency, was named a finalist for three Nedbank Oliver Top Empowerment Awards.

Now in their 24th year, the awards spotlight excellence in B-BBEE, leadership, innovation and sustainable impact, championing inclusive economic growth by celebrating companies and individuals that are actively building a more equitable, empowered and transformed South Africa. Some of the dignitaries at the event were prominent legal, political and business leader Dr Mathews Phosa, Edward Kieswetter, the Commissioner of the South African Revenue Service (SARS) and Solly Malatsi, Minister of Communications and Digital Technologies.

At this year’s Oliver Top Empowerment Awards, Y-Brand was a Finalist in the Diversity, Equity and Inclusion in the Workplace of the Year Award and a Finalist in the Job Creation of the Year Award. Ncholo was named a Finalist in the Richard Fletcher Entrepreneur of the Year Award. These achievements add to the multitude of recognition he and Y-Brand have received in the agency’s 20-year existence.

Speaking about his latest achievement, Ncholo said: ‘I am pleased that our talent acquisition strategy, which embraces diversity and equity by building a youth-powered workforce, growing female leadership representation and creating pathways for interns to become industry professionals has been acknowledged through us being finalists in the Diversity, Equity and Inclusion in the Workplace Award.’

Ncholo added that being nominated for the Richard Fletcher Entrepreneur of the Year Award expresses his hard work, commitment to marketing excellence and passion for transformation.

One of his greatest objectives is reducing South Africa’s high unemployment rate, so he is fulfilled about being a Finalist in the Job Creation of the Year Award. ‘I am glad that Y-Brand providing employment opportunities to 300 full-time staff and over 1000 seasonal employees was acknowledged through this nomination,’ he said.

In addition to attending the awards ceremony, Ncholo was a speaker at the Nedbank Top Empowerment Conference held on 1 August 2025. Under the theme, Empowerment Through Bold Transformation, the conference explored how purpose-led transformation can help organisations build long-term success by aligning their operations, culture and strategies with their purpose. The conference featured panel discussions on a variety of transformation-related topics. Ncholo was part of the panel on the topic: Youth Leadership Development.

Much of the discussion featured key points around youth leadership and the urgency of addressing South Africa’s youth unemployment crisis. ‘There needs to be greater commitment from government and corporates with regard to investing in young people,’ said Ncholo. ‘The poor quality education many of our young people are receiving is also contributing to our high unemployment rates. Entrepreneurship is one way for youth to be employed, but it’s important that they are given the tools to sustain their businesses such as by providing them with mentorship and jobs to give them leadership, goal-setting and self-motivation skills.’

Y-BRAND
www.ybrand.co.za

KLA And YouGov Announce Top 10 Most Recommended Brands In SA

By

Modern Marketing

-

August 6, 2025

KLA And YouGov Announce Top 10 Most Recommended Brands In SA.

For the first time in South Africa, consumer insights agency KLA, in partnership with YouGov, has released the Top 10 Most Recommended Brands, alongside the Top 10 Most Improved Brands. Rand Merchant Bank (RMB) leads the pack as the most recommended brand in the country, with a recommendation score of 90.1%, followed closely by Samsung (88.9%) and Woolworths Food (88.1%).

The rankings are based on data from YouGov’s daily brand and competitor tracking tool, BrandIndex. Drawing on feedback from current customers over the period of a year, the rankings reflect which brands South Africans are most likely to recommend to a friend or colleague. a powerful indicator of trust, and brand advocacy.

The Top 10 Most Recommended Brands In SA For 2025:

– Rand Merchant Bank (RMB): 90.1%.
– Samsung: 88.9%.
– Woolworths Food: 88.1%.
– Woolworths Clothing: 86.7%.
– Woolworths Home: 85.2%.
– FNB: 84.2%.
– Hirsch’s: 83.3%.
– Cape Union Mart: 83.2%.
– Checkers: 82.7%.
– Metropolitan: 82.5%.

‘This list reflects a brand experience that consumers are proud to share with others,’ said Rakhee Naik, Managing Consultant – Insights at KLA.

The study also identifies the Top 10 Most Improved Brands, recognising those that have made the biggest gains in their recommendation scores year-on-year. These improvements reflect strategic progress in building trust, elevating customer experience, and strengthening brand affinity. While the top improvers are not publicly ranked, clients have access to their individual performance data through KLA.

About The Methodology:

The rankings are based on data collected between 1 June 2024 and 31 May 2025, using YouGov BrandIndex, a continuous brand/market tracking tool that measures public perception of thousands of brands globally, including over 200 brands in South Africa.

Each day, YouGov BrandIndex conducts over 560 nationally representative interviews with South African adults per brand, asking respondents about their attitudes and perceptions of brands they are aware of. The recommendation score is calculated based on the percentage of a brand’s current customers who say they would recommend the brand to others, versus those who would not.

Only brands with a robust sample of current customers over the 12-month period are included in the final ranking. The ‘Most Improved’ list is based on the year-on-year change in positive recommendation scores among current customers – not brand awareness or ad recall, but actual user-based advocacy.

For a copy of the full report, click here.

KLA
https://kla.co.za/

Flow Launches World’s First Shoppable Audience Marketplace

By

Modern Marketing

-

August 6, 2025

Flow Launches World's First Shoppable Audience Marketplace

Flow has officially launched the world’s first and only shoppable audience marketplace, a powerful new platform where advertisers can browse, select, and activate hundreds of premium first-party audiences in just a few clicks. South Africa’s most valuable consumer audiences from audience partners like Woolworths*, Zapper, OneDayOnly, Tiger Wheel & Tyre, ProShop, Howler, and many more are now available in one place – ready to activate across Meta, Google, and TikTok.

*Woolworths’ high-intent shopper audiences are exclusively available to Woolworths supplier brands.

‘For the first time, advertisers can browse and instantly activate premium audiences they’ve never had access to before. It’s fast, simple, and exclusive – you get first pick before anyone else,’ said Gil Sperling, Co-Founder and Co-CEO, Flow.

Most advertisers today are still forced to rely on broad, outdated targeting options — using generic age, geo, and interest-based segments that are no longer fit for purpose in a performance-driven environment.

At the same time, commerce media is booming, projected to exceed $100 billion globally by 2026. But unless advertisers are buying through a major retail media network, accessing high-intent first-party data remains fragmented, slow, and out of reach.

To run effective campaigns, a brand would need to negotiate individual data-sharing agreements across multiple retailers, marketplaces, and commerce platforms, a time-consuming process few have the resources to manage.

With a subscription to the Flow Audience Marketplace, advertisers can explore and activate premium first-party audiences with the same ease as adding to an online cart.

These dynamic audiences are updated constantly, then carefully curated and released to subscribers exclusively through the Flow Audience Marketplace. It’s targeting for a new era, built for agility, intent, and measurable growth.

Flow’s Audience Marketplace provides a single destination where advertisers can:

– Discover curated, high-performing audiences across retail, beauty, lifestyle, finance, and more.
– Activate them directly in their Meta, Google, and TikTok ad accounts.
– Switch, test, and optimise audience strategies with total flexibility.
– Access new and exclusive audiences every month.
– POPIA-compliant by design, every audience is sourced from Flow’s network of premium first-party data partners, allowing advertisers to target audiences confidently with verified, privacy-safe data.

‘The demand for high-intent audiences is massive. Flow’s Audience Marketplace gives advertisers one place to find, explore and access secure and high-quality data,’ said Daniel Levy, Co-Founder and Co-CEO, Flow.

Top South African advertisers have already made the switch. ‘The platform is user-friendly and gives you exactly what you need – no digging required. I love features like ‘Trending Now’ and exclusive audience identification. They let me easily test new audiences and build a solid paid media strategy,’ said Musa Sibisi, Paid Media Specialist, Rain.

‘This is a whole new pricing and access model,’ said Levy. ‘It gives advertisers more control of who they reach, the agility to test their strategies, and results that directly impact their return on investment – without any red tape.’

Benefits for retailers, e-commerce platforms, or businesses with verified first-party data:

– Get discovered by brands actively seeking high-intent audiences.
– Monetise data in a secure, privacy-compliant environment.
– Unlock a new, recurring revenue stream without needing a sales or dev team.

Flow’s Audience Marketplace is a closed, quality-controlled ecosystem with curated data, protected access, and measurable performance at its core.

Running ads based on broad age and interest categories is like searching for a needle in a haystack. The Flow Audience Marketplace removes the guesswork, putting ads in front of the right audience from the start.

‘We’ve given marketers access to premium audiences from businesses they’ve never been able to reach, and we’re delivering it in a way that’s never been done before,’ concluded Sperling.

FLOW
https://flowplatform.com

Tiger Brands’ New Campaign Connects With Audiences Through Shared Experiences

By

Modern Marketing

-

August 5, 2025

Tiger Brands New Campaign Connects With Audiences Through Shared Experiences

Tiger Brands is enhancing the way it engages with its various audiences through its newly launched #WhoEverTheExplorer campaign. At the centre of the campaign is Tiger Brands’ official Explorer and digital storyteller, Kagiso Magabe, selected through an open audition.

A first-of-its-kind in South Africa’s fast-moving consumer goods (FMCG) sector, the campaign aims to bring stories of the business to life for its audiences through local voices, shared experiences and cultural relevance.

Magabe was selected for her natural charisma, and authentic delivery. A Senior Legal Counsel at Tiger Brands specialising in intellectual property law, regulatory advisory and litigation, and more recently compliance, Magabe began her legal career as a young candidate attorney in 2019 before being admitted as a legal practitioner in 2022.

‘Explorer has allowed me show up differently to my day-to-day role as an attorney. I connect with people, listen to stories, and represent the spirit of the business in a much more visible, human way. But while it may look like two extremes — the ‘serious lawyer’ and the ‘on-camera Explorer’ – to me, they’re two sides of the same coin. Whether I’m drafting an agreement or filming in a factory, I’m still doing the same thing: trying to understand, protect, and uplift the people and the ideas that make Tiger Brands what it is,’ said Magabe.

The #WhoEverTheExplorer campaign invites the public to join Magabe on a journey through some of the country’s most beloved brands, including All Gold, Albany, Crosse & Blackwell, OROS, KOO, Black Cat, DOOM, Ingram’s, and Jungle.

Magabe brings a vibrant, community-focused perspective to the campaign. With a deep love for authentic South African stories and content creation. She will spotlight the people, heritage, and processes behind each product. From the tomatoes grown for All Gold Tomato Sauce to the peanuts sourced for Black Cat Peanut Butter, the campaign unpacks the stories that make these products part of our national identity.

‘Woven into the fabric of South African life, #WhoEverTheExplorer invites communities to rediscover the passion, people and purpose behind every product that we produce,’ said Werna Oberholzer, Corporate Affairs and Sustainability Director, Tiger Brands.

The campaign features weekly content that explores the shared stories, nostalgia and innovation behind South Africa’s most loved brands. Audiences are encouraged to follow along, take part in the conversation, and celebrate the heritage that connects us all.

Expect immersive factory tours, rich origin stories, employee spotlights, and product insights, including how Jungle is addressing changing nutritional needs, and how OROS continues to deliver its signature taste while adapting to modern lifestyles.

The campaign will run over the next three months, culminating in a celebratory recap of the most memorable and moving moments. Special collaborations with food influencers and local storytellers will further highlight the community-driven essence of the initiative.

TIGER BRANDS
https://www.tigerbrands.com/