South Africans can turn almost anything into a debate about identity, and food is no exception. From the ongoing arguments about who makes the best kota to the regional loyalties attached to a Gatsby or a bunny chow, what we eat often tells a bigger story about where we come from and the communities that shaped us. SASKO is tapping into that relationship with a Heritage Month campaign inviting South Africans to nominate the 12 sandwiches they believe best represent the country’s food culture. It is a consumer competition, certainly, but it also presents an interesting question: which everyday foods deserve a place in our national heritage conversation, and who gets to decide?

The timing makes commercial sense. Right off the heels of Heritage Month which is a month that often provides brands with an opportunity to connect their products to South African identity, but while the familiar combination of traditional recipes, braais and cultural celebrations can make campaigns feel predictable, I know they launched it on September but I think seeing SASKO choosing to push this in October and with a more participatory route, asking consumers to contribute to a national list rather than simply telling them what South African food heritage should look like, is indeed a chef’s kiss to the avoidance of the normal song and dance. For a bakery brand with a long history in local households, the sandwich offers a particularly accessible entry point. Bread is already part of everyday consumption, meaning the campaign does not need to introduce an unfamiliar product or manufacture a new consumer habit. Instead, it invites people to reconsider the cultural value of something they may already be making at home.

And the contenders are likely to bring their own regional allegiances to the conversation. The kota, rooted in township food culture and the quarter-loaf trade, has a different story from the Gatsby, a Cape Flats favourite known for its generous fillings and communal appeal. Durban’s bunny chow brings another regional food tradition into the mix, while the braaibroodjie, boerie roll, chicken mayo, bacon, egg and cheese sandwich, Dagwood, chip sandwich and vetkoek offer further possibilities. These are not interchangeable food experiences. Their ingredients, preparation and popularity reflect different tastes, circumstances and communities. The final selection could therefore become more than a list of popular meals; it could offer a snapshot of how South Africans define their own food culture. Whether the public can agree on just 12 is another matter entirely.

There is also a clear brand participation strategy at work. Consumers can enter by purchasing any SASKO loaf, buns or rolls, scanning the QR code on the packaging, entering the last four digits of the barcode and submitting their favourite sandwich by text or voice note. Entries unlock instant rewards and participation in the cash draws, while social media posts tagging @sasko_sa and using #12OfficialSandwichesOfSA offer additional chances to win. The campaign has R500 000 in total prizes, including more than 26 500 instant airtime rewards, weekly cash draws of R12 000 until 16 October 2026, and grand prizes of R20 000, R10 000 and R6 000. Marketing Manager Mbalenhle Sithole says the idea reflects SASKO’s long-standing relationship with South African households, where the same loaf can become an entirely different meal depending on who is making it. Musician and culinary entrepreneur J’Something will serve as the campaign’s public face during Heritage Month, connecting the initiative to a broader conversation about food and culture.

For SASKO, the opportunity extends beyond a seasonal campaign. The brand is connecting a familiar household product to cultural identity while giving consumers a reason to participate, share their preferences and associate their own food traditions with its name. That is a useful reminder that commercial storytelling does not always need to begin with a new product; sometimes, the opportunity lies in recognising the meaning people have already attached to an existing one. But the most interesting outcome may be what the campaign reveals about South Africans themselves. A list of 12 sandwiches will inevitably leave somebody’s favourite off the table, and regional loyalties are unlikely to disappear because a competition has closed. Perhaps that is the point. Heritage is not only what brands celebrate on our behalf; it is also what communities claim, defend and pass on. SASKO has opened the nomination process. Now South Africans must decide what belongs on the national table.

For participation details and the full terms and conditions, visit SASKO