South Africa’s flagship beer, Castle Lager, entered the Guinness World Records on Tuesday, 24 September, when 2,353 South Africans united around the braai, to break the world record for the most people cooking at the same time.
The record attempt was managed and executed by 34, Castle Lager’s agency partner in their “Our Beer. Our Braai.” TTL campaign.
In order to achieve the record, 34 was tasked with coordinating the attempt, simultaneously, in Cape Town, Johannesburg, Durban, Pretoria, East London and Port Elizabeth.
Thousands of South Africans flocked the venues around the country, armed with their braai meat, tongs, camping chairs and picnic baskets to enjoy a day in the sun with friends, and the opportunity to make history.
“The brief was clear – get thousands of South Africans to get together around the braai, Castle Lager in one hand and tongs in another,” explains Grant Hillary, MD of 34 Cape Town.
No mean feat.
“We worked closely with Guinness World Records in London and meticulously planned the execution of this mass participation record, in line with the very specific requirements set out by Guinness World Records,” says Hillary.
At exactly 4.30pm on Tuesday, 24 September, 420 barrel braais were lit at the same time across the country, to enable thousands of South Africans to braai in the world record attempt. When the official hooter was sounded, each participant braai’d for the required 30 minutes to help Castle Lager and South Africa catapult into the official record book.
With the help of more than 70 independent stewards and eight independent auditors, Guinness World Record Adjudicator Rob Molloy verified the attempt and presented Castle Lager with their official certificate at Innesfree Park in Sandton that same evening.
“I am delighted to announce that Castle Lager have successfully entered the Guinness World Records with this wonderfully executed event. This great country is steeped in culture and tradition and it is fitting that a record should be broken for a national pastime that is synonymous with every South African,” enthused Molloy.
The world record attempt was an integral part of a national TTL campaign for Castle Lager, which included Retail, PR, Radio, Digital, Outdoor and TV.