According to Sasko, the ad celebrates South African food moments across generations, including a mother and son who 'nailed it' with a showstopper cake, family feasts– and the everyday lunchbox. 

"Food is so much more than just nourishment," says Le-Anne Engelbrecht, marketing executive for SASKO at Pioneer Foods. "It's time enjoyed together, it's passing down traditions, it's a way for us to care for the ones we love. When your mom or gran  prepares a meal, it's not just about filling bellies; it really is a language of care."

This ad aims to pay tribute to the pride and dedication of the SASKO employees across South Africa. Every year, SASKO mills more than 130 000 Olympic sized swimming pools of flour and drives 100 times around the circumference of the earth each month to deliver baked goods.  

The commercial was created by Cape Town agency The Jupiter Drawing Room, directed by Rio Allen and produced by Bioscope Productions. It will be aired from Sunday, 28 June 2020 on all major channels and it will be supported by print and digital campaigns.

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