In a uniquely brand-centric celebration of national Heritage Month, SA’s number one baking powder brand – Royal Baking Powder (RBP) – has kicked off the #RBPHeritageExchangeChallenge.
While a recipe exchange at its core, the RBP Heritage Month campaign is at its heart about cultural appreciation, recognising that a family-favourite heritage dish is so much more than simply food, and embodies the story and history of the people behind it.
Learn about each other’s personal culture
The campaign will challenge all South Africans to swop a heritage recipe – the classic dish of nostalgia that tells the tale of who you are and where you come from – with someone of another culture. The aim of the exchange is to learn to bake something that you never have and to learn more about each other’s personal culture in the process.
The Royal brand has been tried and trusted by home bakers for over 150 years, with Royal Baking powder the leader in the local market. Brand manager, Marli van Zyl, says: “The Royal brand is founded on the wistful family memories that can only come from enjoying your favourite food with your favourite people around the kitchen table. We now wish to provide the gateway for all South Africans to share in these personal heritage experiences, so what better place than the kitchen to help us learn about SA’s diverse cultural melting pot?!”
The campaign kicks off with two dynamic celebrity pairings that will be showcased on social media. In the first, well-known Afrikaans singer and songwriter, Bobby van Jaarsveld, will exchange heritage recipes with Chef Daniel Mbombi whose food embodies his Tsonga culture, no doubt opening the way to as much laughter as learning as these two navigate the other’s nostalgic cultural classic. The second duo is media entrepreneur, author and public speaker, Olwethu Leshabane and creative entrepreneur, author and mom, Naqiyah Mayat.
RBP parent company, Mondelez, is also emulating the challenge at a micro level, with employee duos exchanging heritage recipes to recreate in the comfort of their own kitchens, but out of their comfort zones!
“The #RBPHeritageExchangeChallenge is one way of bringing RBP to a new generation of consumers in 2020, that can begin to create their own positive memories in today’s world with relevance and purpose. We want to encourage more South Africans to get a fuller taste of our vibrant rainbow of cultures and to forge new understanding and connection, still in the kitchen, still baking.”