ABOUT

Fueling runners with sustained energy, purpose, and love — Albany Low GI powered Soweto’s spirit from start to finish.

CONCEPT
Albany set out to build awareness and education around the Low GI platform benefit — sustained energy and recovery.
The campaign connected brand love and energy education through activations that helped runners recharge and recover when they needed it most.
By combining nutrition, motivation, and community upliftment, Albany positioned itself as the brand that fuels performance, purpose, and care — especially for those managing energy levels or diabetes.

EXECUTION
Brand Recharge & Recovery Stations: Delivered energy and nutrition at key points along the race route, reinforcing Albany’s role in helping runners sustain energy and recover at the finish line.
PROMOBILE ACTIVATION (30km Mark): Prime location with high visibility and strong crowd engagement. DJ music sessions created excitement and drew runners and spectators to the stand.
SAMPLING & EDUCTION: Runners enjoyed Low GI sandwiches and learned about sustained energy benefits through the “Sustained Energy Sandwich Marathon” — a fun, interactive challenge led by the Energy Chef and promoters.
IN-STORE ACTIVATIONS: Took place in 60 stores across Soweto. Promoters communicated the health benefits of Albany Low GI and its participation in the Soweto Marathon, despite limited availability of special deals.
PR & MEDIA RELATIONS: Media were invited to join the Albany Low GI recharge station, with press releases, gifts, and two journalists running for the Albany team. Coverage extended before, during, and after the event.
DIGITAL SUPPORT: Facebook and Instagram amplified awareness and education, featuring marathon‑inspired content, new recipes, and ambassador integration.
COMMUNITY IMPACT: Through the Soweto Trust partnership, Albany delivered 2,000 “Loaves of Love” to the underprivileged runners’ village — deepening its social impact and brand purpose.

RESULTS
A dynamic, purpose‑led activation that strengthened brand visibility, drove Low GI education, and built emotional connection with runners and communities.
High engagement at recharge and recovery stations.
Successful sampling and education touch points.
Strong digital growth and fan interaction.
Positive feedback from runners and media.
Deepened sponsorship relationship with Soweto Trust.
Reinforced Albany’s positioning as the brand that fuels sustained energy, recovery, and community love.