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Jungle’s new campaign to soften South Africans

Oats are a staple breakfast for many South African families and bring back nostalgia for many who grew up with them, especially that red box of Jungle oats in the cupboard.

A brand that has been synonymous in people’s pantries since the 1920s as a way to start their day, it was funny for me to discover that Jungle oats, as a company, is simply known as Jungle.

The brand is considered a trusted purchase by many consumers. And their perfectly timed new campaign delivers some happy news.

There is a general consensus that locals want to hear more positive and good news stories.

The news cycles are mostly not optimistic in Mzansi, with the constant bombardment of crime, corruption, political and sports scandals, not to mention the Covid-19 pandemic.

jungles new campaign hopes to help change this tune.

Their “Little acts of hearts” aims to spotlight people who do their part to give back and make a difference, the brand announced Tuesday at their launch at the Soleli Building in Bryanston.

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The initiative hopes to encourage all South Africans to help others in any way they can – no matter how big or small they are.

Lee-Ann Govender, grain marketing director at Tiger Brands, says the warmth, friendliness, generosity and sense of belonging of South Africans is far-reaching. Jungle’s initiative is to remind people who we are as a nation through the hard times.

She explains that it will be easy for people to show their “hearts of hearts,” such as helping someone cross the road, letting someone get ahead of the queue, or homeless directing traffic when the traffic lights are off — small ones. acts that people don’t brag about because it’s part of our culture as a country.

Brave Group group operations director Andrew Shuttleworth reiterated that the acts don’t have to be grand and over the top.

“The key is selflessness and expecting nothing in return. Our ambitions are for continuous behavioral change and a positive long-term impact for our nation.”

He said people can participate by doing a kind act, taking a photo or video, posting it to social media and tagging Jungle’s account handles with the hashtag.

Their brand ambassador or spokesperson is the cute and loveable “Heartie”, an animated figure with red heart and big blue eyes.


The goal is a million acts. Jungle will match that by donating food parcels worth R1 million to those in need through select charity partners.

There are murals designed by street artists across the country, two in Cape Town, Durban and two in Johannesburg (Rosebank and Johannesburg CBD).

This gives people the opportunity to share a photo in the spirit of ubuntu.

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