In marketing today, heritage, culture and storytelling are not add-ons. They are at the core of how brands build real connection and influence. For South African brands, this is especially true. Our roots, languages and traditions shape how we see the world and how we engage with the stories around us. When brands acknowledge this, they move beyond selling and begin creating authentic impact.
When brands embrace culture, they move beyond selling a product and begin creating meaningful relationships with their customers . By weaving cultural identity into their messaging, brands demonstrate a genuine understanding of the people they aim to connect with. This signals that communities are seen, heard, and valued, which is far more powerful than generic content.
Culturally grounded campaigns are the ones that resonate the most—they’re anchored in authentic, lived realities that audiences immediately recognise. They reflect shared humour, challenges, traditions, and aspirations, making the message both relatable and memorable.
Facts and figures can attract attention, but it is stories that capture hearts. Storytelling transforms ordinary content into narratives that people can connect with on a personal level. A story about a family tradition, a community milestone, or an individual journey makes a brand feel human, approachable, and authentic.
Through storytelling, brands are able to communicate not just what they do but why it matters and how people can be a part of this movement. This emotional layer is what makes a campaign unforgettable and builds long-term resonance with audiences.
Heritage is more than a nod to the past. It is a way of showing respect for traditions and values while carrying them forward into the future. Brands that acknowledge heritage show their audience that they stand for continuity and belonging, not simply for transactions. This approach signals care, responsibility, and respect, qualities that naturally foster loyalty and trust. By honouring heritage, brands position themselves as part of their community’s story, rather than as outsiders. This depth gives campaigns lasting relevance and meaning.
In 2024, TOPS at Spar launched the #CelebrateForMos campaign to encourage South Africans to celebrate the small wins in life. From finding a parking space right at the shopping centre entrance to finding some cash in the couch , these everyday victories resonated with audiences.
P.H.I. worked with influencers who brought this to life in their own unique way. Some creators celebrated in their mother tongue, others incorporated South African based humour, but all reflected authentic cultural expression.
The results were clear, with the campaign achieving over 5.5 million impressions, but more importantly, it struck a chord with people. It showed that culture is not a backdrop to content. It is the content.
Nando’s has long been recognised for weaving South African humour, cultural references and current affairs into its content. It is more than a restaurant chain, it has become an integral part of South African culture by combining food, humour and sharp social commentary.
What makes Nando’s impactful is its ability to weave cultural references, humour and current events into its marketing in a way that resonates deeply with audiences. Whether it is a witty billboard, a well-timed social media post or a campaign that reflects national conversations, Nando’s speaks in a way that feels authentic and relatable.
The importance of this approach lies in the trust it builds. By engaging with South Africans in a way only South Africans will truly love/relate to, the brand shows it understands the everyday realities and shared experiences of its customers. This positions Nando’s not only as a food brand but as a cultural commentator that connects with people on an emotional level.
Castle Lager has long been more than just a beer, it’s a storyteller of South African pride, heritage, and community. By weaving its identity into the nation’s favourite sports: cricket, rugby, and football; it has become a brand synonymous with togetherness and national spirit.
Through iconic campaigns, Castle captures the highs and lows of South African sport: the shared wins that unite strangers, the near misses that make hearts race, and the celebrations that cross cultural and regional divides. These moments tap into a collective experience, creating powerful emotional connections that few brands achieve.
What makes Castle stand out is its ability to honour tradition while staying relevant. Sport is a cornerstone of South African identity, and by embedding itself in this space, Castle demonstrates genuine respect for what matters most to its audience.
Castle’s approach shows how a brand can remain top of mind and emotionally resonant by championing unity and shared values. When marketing is rooted in heritage and culture, it builds loyalty that goes far beyond the product itself, something Castle Lager continues to prove with every campaign.
The question is no longer if brands should incorporate culture and heritage into their marketing, but how. Successful integration requires intention, respect, and consistency. Here are some practical approaches:
Every brand has a story. Look inward to your values, origins, and the communities you serve. These roots should inform the way you communicate. Content that grows from this foundation feels grounded, authentic, and aligned with your audience’s reality.
Language carries identity - incorporating local slang, mother tongue, or culturally familiar phrases instantly signals that your brand understands the nuances of its audience. It is not about translation alone but about speaking in a way that feels lived-in and relatable.
Visual storytelling is powerful. Patterns, colours, landscapes, and cultural motifs can spark recognition and pride. When used respectfully, these visual cues do more than decorate, they anchor a campaign in the cultural landscape it hopes to engage.
Stories about personal journeys, family traditions, or community milestones, create narratives that people hold onto. Using storytelling frameworks helps brands go beyond promoting products and instead share meaning that builds deeper emotional connections.
Digital accessibility is key to inclusivity. Subtitles, translations, and multilingual content expand a campaign’s reach while ensuring no audience is excluded. These tools not only bridge cultural gaps but also position a brand as thoughtful and inclusive.
Culture is not a seasonal marketing tool. Limiting cultural references to heritage month or campaign bursts can come across as performative. Authenticity grows over time when culture and heritage are embedded consistently across brand communications.
Heritage, culture, and storytelling are not extras. They are the heart of influence. When brands use them with intention, they create campaigns that do more than sell, they inspire, connect, and endure.
In a country as diverse and vibrant as South Africa, the opportunity is even greater. Brands that embrace this diversity, celebrate its traditions, and tell authentic stories will not only gain attention, but trust, loyalty, and long-lasting influence.
At People Have Influence, our roots are our people and our reach is the ripple effect created through their stories. By championing culture, heritage, and storytelling in marketing, we empower brands and creators to connect in ways that matter. Because every story has roots. And every brand has a voice.
For influencers who want to be involved in future campaigns, sign up now!
For brand managers aiming to make waves with their marketing strategies, let’s chat! Don’t forget, it costs nothing to inquire. 😉
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In marketing today, heritage, culture and storytelling are not add-ons. They are at the core of how brands build real connection and influence. For South African brands, this is especially true. Our roots, languages and traditions shape how we see the world and how we engage with the stories around us. When brands acknowledge this, they move beyond selling and begin creating authentic impact.
When brands embrace culture, they move beyond selling a product and begin creating meaningful relationships with their customers . By weaving cultural identity into their messaging, brands demonstrate a genuine understanding of the people they aim to connect with. This signals that communities are seen, heard, and valued, which is far more powerful than generic content.
Culturally grounded campaigns are the ones that resonate the most—they’re anchored in authentic, lived realities that audiences immediately recognise. They reflect shared humour, challenges, traditions, and aspirations, making the message both relatable and memorable.
Facts and figures can attract attention, but it is stories that capture hearts. Storytelling transforms ordinary content into narratives that people can connect with on a personal level. A story about a family tradition, a community milestone, or an individual journey makes a brand feel human, approachable, and authentic.
Through storytelling, brands are able to communicate not just what they do but why it matters and how people can be a part of this movement. This emotional layer is what makes a campaign unforgettable and builds long-term resonance with audiences.
Heritage is more than a nod to the past. It is a way of showing respect for traditions and values while carrying them forward into the future. Brands that acknowledge heritage show their audience that they stand for continuity and belonging, not simply for transactions. This approach signals care, responsibility, and respect, qualities that naturally foster loyalty and trust. By honouring heritage, brands position themselves as part of their community’s story, rather than as outsiders. This depth gives campaigns lasting relevance and meaning.
In 2024, TOPS at Spar launched the #CelebrateForMos campaign to encourage South Africans to celebrate the small wins in life. From finding a parking space right at the shopping centre entrance to finding some cash in the couch , these everyday victories resonated with audiences.
P.H.I. worked with influencers who brought this to life in their own unique way. Some creators celebrated in their mother tongue, others incorporated South African based humour, but all reflected authentic cultural expression.
The results were clear, with the campaign achieving over 5.5 million impressions, but more importantly, it struck a chord with people. It showed that culture is not a backdrop to content. It is the content.
Nando’s has long been recognised for weaving South African humour, cultural references and current affairs into its content. It is more than a restaurant chain, it has become an integral part of South African culture by combining food, humour and sharp social commentary.
What makes Nando’s impactful is its ability to weave cultural references, humour and current events into its marketing in a way that resonates deeply with audiences. Whether it is a witty billboard, a well-timed social media post or a campaign that reflects national conversations, Nando’s speaks in a way that feels authentic and relatable.
The importance of this approach lies in the trust it builds. By engaging with South Africans in a way only South Africans will truly love/relate to, the brand shows it understands the everyday realities and shared experiences of its customers. This positions Nando’s not only as a food brand but as a cultural commentator that connects with people on an emotional level.
Castle Lager has long been more than just a beer, it’s a storyteller of South African pride, heritage, and community. By weaving its identity into the nation’s favourite sports: cricket, rugby, and football; it has become a brand synonymous with togetherness and national spirit.
Through iconic campaigns, Castle captures the highs and lows of South African sport: the shared wins that unite strangers, the near misses that make hearts race, and the celebrations that cross cultural and regional divides. These moments tap into a collective experience, creating powerful emotional connections that few brands achieve.
What makes Castle stand out is its ability to honour tradition while staying relevant. Sport is a cornerstone of South African identity, and by embedding itself in this space, Castle demonstrates genuine respect for what matters most to its audience.
Castle’s approach shows how a brand can remain top of mind and emotionally resonant by championing unity and shared values. When marketing is rooted in heritage and culture, it builds loyalty that goes far beyond the product itself, something Castle Lager continues to prove with every campaign.
The question is no longer if brands should incorporate culture and heritage into their marketing, but how. Successful integration requires intention, respect, and consistency. Here are some practical approaches:
Every brand has a story. Look inward to your values, origins, and the communities you serve. These roots should inform the way you communicate. Content that grows from this foundation feels grounded, authentic, and aligned with your audience’s reality.
Language carries identity - incorporating local slang, mother tongue, or culturally familiar phrases instantly signals that your brand understands the nuances of its audience. It is not about translation alone but about speaking in a way that feels lived-in and relatable.
Visual storytelling is powerful. Patterns, colours, landscapes, and cultural motifs can spark recognition and pride. When used respectfully, these visual cues do more than decorate, they anchor a campaign in the cultural landscape it hopes to engage.
Stories about personal journeys, family traditions, or community milestones, create narratives that people hold onto. Using storytelling frameworks helps brands go beyond promoting products and instead share meaning that builds deeper emotional connections.
Digital accessibility is key to inclusivity. Subtitles, translations, and multilingual content expand a campaign’s reach while ensuring no audience is excluded. These tools not only bridge cultural gaps but also position a brand as thoughtful and inclusive.
Culture is not a seasonal marketing tool. Limiting cultural references to heritage month or campaign bursts can come across as performative. Authenticity grows over time when culture and heritage are embedded consistently across brand communications.
Heritage, culture, and storytelling are not extras. They are the heart of influence. When brands use them with intention, they create campaigns that do more than sell, they inspire, connect, and endure.
In a country as diverse and vibrant as South Africa, the opportunity is even greater. Brands that embrace this diversity, celebrate its traditions, and tell authentic stories will not only gain attention, but trust, loyalty, and long-lasting influence.
At People Have Influence, our roots are our people and our reach is the ripple effect created through their stories. By championing culture, heritage, and storytelling in marketing, we empower brands and creators to connect in ways that matter. Because every story has roots. And every brand has a voice.
For influencers who want to be involved in future campaigns, sign up now!
For brand managers aiming to make waves with their marketing strategies, let’s chat! Don’t forget, it costs nothing to inquire. 😉
Liked this blog? Then you may find these interesting:
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