Four schools across the Western Cape, KwaZulu-Natal and Gauteng have received a share of 20 000 loaves of Albany bread, helping strengthen school nutrition programmes and support learner wellbeing.
The beneficiary schools were selected through the Albany “Feel the Freshness. Win a Loafie” campaign, which invited listeners of popular national radio shows to nominate schools in their communities they believed deserved daily deliveries of fresh bread.
Bread will be delivered weekly and daily from Albany bakeries located closest to each school, ensuring both freshness and sustained support for learners who rely on school nutrition programmes.
The four selected schools are:
• Saambou Primary School in Manenberg, Western Cape
• Willows Primary School in Heideveld, Western Cape
• Bruntville Primary School in Mooi River, KwaZulu-Natal
• St Vincent School for the Deaf in Johannesburg, Gauteng
Albany will also donate an additional 3 000 loaves of bread to three further schools in communities facing food insecurity.
The Loafie campaign builds on Albany’s “Fresh Just Got Tastier” campaign, which celebrated the familiar consumer habit of gently squeezing a loaf of bread to test its freshness. The campaign introduces the Albany Loafie, a plush representation of the brand’s Superior Brown Bread, as a fun and engaging way to connect with consumers.
To expand awareness and participation, the campaign included partnerships with South African personalities across sport, entertainment and digital platforms, including DJ Zinhle and her daughters Kairo and Asante, Ntando Duma, Zee Nxumalo and Chad Jones.
Consumers were encouraged to purchase participating Albany products and enter competitions to win one of 500 Albany Loafies, including three Golden Loafies linked to bursary prizes.
“Through the Loafie campaign, we’re able to support learners with one of the most important foundations for success, which is good nutrition. A child who is well-nourished is better able to focus, participate and reach their full potential in the classroom,” says Abongile Dzai, Senior Brand Manager at Albany.
“The campaign also allowed us to celebrate a unique shopper behaviour, the gentle squeeze that reassures consumers of Albany’s unmatched freshness in a fun and engaging way. By bringing these elements together, we’re able to make a meaningful difference in schools while reinforcing the quality and freshness that Albany is known for.”
The initiative highlights the role that partnerships between business and communities can play in supporting education outcomes and addressing food insecurity.
