Johannesburg. 1 August 2025. Tiger Brands is enhancing the way that it engages with its various audiences through its newly launched #WhoEverTheExplorer campaign – a first-of-its-kind in South Africa’s fast-moving consumer goods (FMCG) sector, that aims to bring stories of the business to life for its audiences through local voices, shared experiences and cultural relevance.
At the centre of the campaign is Tiger Brands’ official Explorer and digital storyteller, Kagiso Magabe, selected through an open audition.
Kagiso was selected for her natural charisma, and authentic delivery.
A Senior Legal Counsel at Tiger Brands specialising in intellectual property law, regulatory advisory and litigation, and more recently compliance, Kagiso began her legal career as a young candidate attorney in 2019 before being admitted to practice law by the High Court after serving her articles.
“Explorer has allowed me show up differently to my day-to-day role as an attorney. I connect with people, listen to stories, and represent the spirit of the business in a much more visible, human way. But while it may look like two extremes — the “serious lawyer” and the “on-camera Explorer” —to me, they’re two sides of the same coin. Whether I’m drafting an agreement or filming in a factory, I’m still doing the same thing - trying to understand, protect, and uplift the people and the ideas that make Tiger Brands what it is,” says Kagiso.
#WhoEverTheExplorer invites the public to join Kagiso on a journey through some of the country’s most beloved brands — including All Gold, Albany, Crosse & Blackwell, OROS, KOO, Black Cat, DOOM, Ingram’s, and Jungle. These brands are not just pantry staples, but cultural icons that have shaped memories and traditions across generations.
Kagiso brings a vibrant, community-focused perspective to the campaign. With a deep love for authentic South African stories and content creation. She will spotlight the people, heritage, and processes behind each product. From the tomatoes grown for All Gold Tomato Sauce to the peanuts sourced for Black Cat Peanut Butter, the campaign unpacks the stories that make these products part of our national identity.
“Woven into the fabric of South African life. #WhoEverTheExplorer invites communities to rediscover the passion, people and purpose behind every product that we produce,” says Werna Oberholzer, Corporate Affairs and Sustainability Director, Tiger Brands.
Our Tiger Brands YouTube channel will host the full episodes — and you can also catch the campaign as it unfolds on LinkedIn, Facebook and Instagram. Join us as we bring the journey to life across multiple platforms.
Campaign Highlights:
• Heritage Uncovered: How legacy brands such as Jungle and OROS preserve their heritage while remaining relevant.
• Production Revealed: Behind-the-scenes access to look into local factories producing everyday essentials such as Albany bread and KOO Baked Beans.
• People Stories: Celebrating the people and communities behind each brand.
• Sustainability in Action: Showcasing how traditional brands are evolving to minimise environmental impact.
• Community Connection: Engaging the public to share their own memories, questions and reflections using #WhoEverTheExplorer.
• Multi-Platform Experience: Weekly episodes across LinkedIn, Instagram, Facebook and YouTube using campaign hashtags.
Launching on 4 August 2025, the campaign features weekly content that explores the shared stories, nostalgia and innovation behind South Africa’s most loved brands. Audiences are encouraged to follow along, take part in the conversation, and celebrate the heritage that connects us all.
Expect immersive factory tours, rich origin stories, employee spotlights, and product insights — including how Jungle is addressing changing nutritional needs, and how OROS continues to deliver its signature taste while adapting to modern lifestyles.
The campaign will run over the next three months, culminating in a celebratory recap of the most memorable and moving moments. Special collaborations with food influencers and local storytellers will further highlight the community-driven essence of the initiative.