South Africa, Sept. 21 -- Rather than simply entering the market with a product message, Heinz is using Heritage Day as a platform to build cultural relevance, bringing its heritage, taste and distinctive brand identity to the South African conversation and inviting Mzansi to taste what the braai's been missing.

The activation will culminate in a giant communal table, followed by a Heritage Day celebration featuring food, music and entertainment.

The idea is rooted in the role food and the braai play in bringing South Africans together.

Rather than telling Mzansi how to braai, Heinz is pulling up a chair and bringing its own taste to the table.

A strong and distinctive food culture

"South Africa has such a strong and distinctive food...