Sasko Bakeries has rolled out a new marketing drive called #12OfficialSandwichesOfSA. The brand says the campaign will run through Heritage Month and will let consumers decide which sandwiches deserve official status.
According to the company, anyone who buys a Sasko loaf, bun or roll can scan the QR code (quick response code) on the pack, enter the last four digits of the barcode and submit a favourite sandwich by text or voice note. Each valid entry triggers an instant airtime reward and enters the shopper into weekly cash draws of R12,000 until 16 October 2026, plus three grand prizes of R20,000, R10,000 and R6,000.
Marketing manager Mbalenhle Sithole told Bizcommunity that the sandwich is “one of the most personal things in a South African home”. She added that Sasko has been in local kitchens for close to a century and wants the country, not the brand, to decide what it eats.
The list of potential contenders includes the Kota, Gatsby, bunny chow, braaibroodjie, boerie roll, chicken mayo, bacon, egg and cheese, Dagwood, chip sandwich and vetkoek. Participants can also boost their chances by posting photos or videos on social media, tagging @Sasko_sa and using the campaign hashtag.
J’Something, a music figure with ties to food and hospitality, will act as the public face of the drive during Heritage Month, giving the campaign a recognisable voice.
For small businesses, the initiative shows how a legacy brand can use a simple, low-cost digital interaction to generate buzz, collect consumer data and reinforce cultural relevance. The R500,000 prize pool is funded by Sasko and is not tied to any external grant or government support.
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Through an Instagram post on the @sasko_sa account, the brand highlighted that the sandwich is a “simple but highly recognisable food occasion” that cuts across communities and regions, from the Kota to the Gatsby, and that the campaign is meant to let those everyday moments shape a national conversation about food, identity and culture, according to the campaign brief.
“We are not asking the country to look backwards at us,” Sithole explained, adding that Sasko wants South Africans to “look at itself, and to argue, loudly, about which sandwich deserves official status,” a sentiment that underscores the brand’s shift from heritage celebration to consumer-driven selection.
The prize structure includes more than 26,500 instant airtime rewards, weekly cash draws of R12,000 and three grand prizes of R20,000, R10,000 and R6,000, together forming a R500,000 pool that will be distributed over the life of the campaign.
Participants must buy any Sasko loaf, bun or roll, scan the QR code printed on the packaging, then type in the last four digits of the barcode before submitting their favourite sandwich via text or voice note; each valid entry immediately triggers an airtime credit and automatically registers the shopper for the weekly and grand-prize draws.
The weekly draws run continuously until 16 October 2026, with each draw awarding R12 000 to a randomly selected entrant, while the three grand prizes will be awarded at the campaign’s conclusion, ensuring that the incentive structure remains active throughout Heritage Month and beyond.
When the final twelve sandwiches are announced, Sasko will own a consumer-generated list that can be leveraged for future product development, marketing and cultural initiatives, extending the impact of the campaign well after the Heritage Month period ends.
On Instagram, Sasko posted a visual that highlights the sandwich as “a simple but highly recognisable food occasion” and showcases the full roster of contenders, from the Kota to the Gatsby. The caption echoes Sithole’s observation that “two people can open the same loaf and end up with two completely different stories”, underscoring the personal connection many South Africans have with bread-based meals. By foregrounding everyday eating habits, the brand positions the campaign as a conversation starter rather than a mere promotional stunt, inviting participants to frame their own culinary narratives within a national dialogue.
J’Something, known for his music career and ties to hospitality, serves as the public face of the drive throughout Heritage Month. His involvement bridges the worlds of entertainment and food, lending a recognizable voice that resonates with younger consumers while reinforcing the cultural weight of the sandwich. The partnership leverages his profile to amplify the campaign’s reach on social platforms, encouraging fans to engage with the hashtag and share their own sandwich stories, thereby deepening the brand’s cultural relevance.
Entry begins with the purchase of any Sasko loaf, bun or roll, after which the QR code on the pack is scanned and the last four digits of the barcode are entered. Participants then submit their favourite sandwich via a text or voice note, which instantly triggers an airtime credit and logs the entry for the weekly R12 000 cash draws that continue until 16 October 2026. Additional chances are earned by tagging @Sasko_sa and using #12OfficialSandwichesOfSA in photos or videos, creating a layered incentive structure that rewards both purchase and social sharing.
