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/
