Castle Lager: The granboks

Beer brand Castle Lager grew awareness, engagement and sales in South Africa during the Rugby World Cup 2023 with a digital and traditional PR campaign that focused on the grandmothers of the national rugby team.

Opening Statement

The GranBoks was Castle Lager's most successful PR campaign in the past decade, and its most 'viral'.

Our campaign was a branded content series, starring the grandmothers of three Springbok rugby players – supported by traditional and digital PR methods – that national radio station 947 praised: 'Cheers to getting Mzansi right in the feels, Castle Lager!'

The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, and – most importantly – resulted in the brand cutting through the...

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