Tiger Brands: Integrated Annual Report 2018

Sunday Times Top Brands 2018

In the 20th year of this leading survey, KOO again ranked as the top brand overall, ahead of several global brands and mirroring its position in the first survey in 1998. Over the years, KOO has entrenched its reputation for quality, convenience and value – a preferred food brand on consumers' tables since 1940. In a competitive consumer market, which has seen brands appear and disappear, KOO's sustainability and strength is evident in its status as an integral part of South African consumers' lives. Key to this brand strength is its ability to remain relevant with generations of consumers. For example, in today's market, nutrition is key for many shoppers and KOO's ability to deliver nutritious meals that are quality-assured and offer good value has been a vital ingredient in its ongoing success. The brand also resonates with consumers on an emotional level – evoking memories of family favourites – as proved by its recent 'share your favourite KOO recipe' campaign which elicited thousands of entries from its 257 000 followers on Facebook.

Tastic was ranked number 1 essential food for the second consecutive year, while Tastic and All Gold Tomato Sauce were in the top 10 most-loved South African brands. Similar to KOO, our Tastic and All Gold ranges are firmly entrenched in South Africa's hearts and shopping baskets. This was recently illustrated by the excellent response when Albany and Tastic commissioned special Heritage Day product packaging, designed by famed local artist Esther Mahlangu. More than a mere advertising tactic, this promotional strategy enhanced the brand equity of both Albany and Tastic, while showcasing a uniquely South African artist.