Heritage Day, a South African public holiday, is colloquially known as Braai Day.

On this day, South Africans of different creeds and cultures celebrate hot coals and barbequed meat (and the occasional veggie). From tongs to salads, sosaties to boerewors, everyone comes together to braai as one. 

To commemorate Braai Day - and host evergreen content - Shoprite created a website hub boasting tips, tricks and recipes. A series of social media posts and email newsletters were used to support the campaign.

In addition, we used this opportunity to punt Shoprite's Championship Boerewors.

My role as digital copywriter included conceptualising and creating content in partnership with an art director. We aimed to craft work that would appeal to a braai newcomer; someone with just enough experience to take their skills from amateur to a braai auteur.