Our campaign was a branded content series, starring the grandmothers of three Springbok rugby players – supported by traditional and digital PR methods – that national radio station 947 praised: ‘Cheers to getting Mzansi right in the feels, Castle Lager!’

The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, and – most importantly – resulted in the brand cutting through the ‘Springbok sponsor sameness’ clutter and led to Castle Lager having the greatest sponsor share of voice (double the next best) of all Green and Gold sponsors (50+) during Rugby World Cup 2023.