South Africa, Oct. 2 -- Rather than relying on the familiar Heritage Month staples of braais, traditional recipes and national symbols, the bakery brand is putting the choice in consumers' hands with its #12OfficialSandwichesOfSA campaign.

The initiative taps into a simple but highly recognisable food occasion: the sandwich.

From the Kota and Gatsby to the bunny chow, braaibroodjie and boerie roll, South Africans have developed a wide range of bread-based meals shaped by different communities, regions and everyday eating habits.

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Turning an everyday food into heritage

For Sasko, the campaign provides an opportunity to connect its long-standing presence in South African households with a broader co...