South Africa's best-loved bread producer, Sasko Bakeries, has recently launched its new logo and brand positioning with a massive re-branding of its fleet of over 1 000 delivery trucks. Implemented by vehicle branding specialists, Graffiti, Sasko Bakeries' new 'Share the Goodness' re-branding campaign is one of the largest mobile media installations to be undertaken by the Graffiti production team to date.


Following an intensive brand health study and extensive key stakeholder input, Sasko, devised its new 'Share the Goodness' positioning along with the fresh new brand logo. The new positioning which spans across all bread; rolls; and buns products in its portfolio, now adorns every delivery truck to be found at each of Sasko's eighteen bakeries around the country.

Comments, Sasko Bakeries National Marketing Manager, Tholoana Pheko, “Having established a single, clear focus and positioning that encapsulates all our products, the next step in the process was to take this fresh new look out to the market through new product packaging and with the re-branding of our fleet. With over 1 000 vehicles on South Africa's roads every day, this mobile branding campaign was a guaranteed way to maximise visibility and generate large-scale awareness from the day we launched the new positioning.”

The sheer magnitude of the Sasko re-branding took Graffiti a total of six weeks to install with no fewer than 50 full-time people on the job. Commenting on the project, Graffiti Head of Region - Western Cape, Darryn Thomas says, “The Sasko Bakeries re-branding was a mammoth undertaking but we were aware that we were quite likely the only company in South Africa that could pull it off effectively, thanks entirely to the capacity of our in-house production and project-management teams. With over a thousand bold, branded trucks on the roads, we've seen to it that Sasko really does have a very strong brand presence out there.”

While the re-branding campaign has been well-supported by both print; radio; and other promotional activities, recent consumer research conducted by Sasko Bakeries, has indicated that the newly branded trucks are proving to be one of the most recognisable methods of communication across the country. Ends Pheko, “We have had exceptionally positive feedback from our research participants. That makes all the hard work and effort behind a project of such great scale and intensity worthwhile!”

For further information on branded vehicles please contact Graffiti in Johannesburg on (011) 691 8400, Cape Town on (021) 552 7255 and Durban on (031) 563 2820 or visit www.graffiti.co.za for further information.