On Heritage Day, 24 September, Castle Lager and Big Save will host the World’s biggest braai. We needed to get people talking and, most importantly, signed up to join us the World’s biggest braai. The question was how?
It started with a wild concept. What if we launch the campaign at a humble bus stop in Soweto with a billboard with a built-in braai? Thanks to AI, we had a great concept to sell to client.
Unveiled on Vilakazi Street – the symbolic heart of South African heritage – Castle Lager’s Grillboard enticed locals to stop, enjoy a free boerewors roll, and scan a QR code (featured on napkins and surrounding OOH) to join something far bigger: The World’s Biggest Braai.
“In a campaign that blends culture and community, Castle Lager has used its innovative Grillboard – a billboard with a built-in braai – to launch a street-level activation invitation that’s sparking conversations, media buzz, and real-world impact,” says Thomas Lawrence, brand director, Castle Lager says.
👉 Sign up to be part of history: CastleLager.co.za/130
The Grillboard execution was brought to life by Retroviral & iProspect ZA, Fireworx, Rocker Media and The South African Breweries