All Gold, South Africa's leading tomato sauce brand, is bringing the flavour and fun this summer with the launch of its exciting TikTok dance challenge, the All Gold Dance Challenge. This interactive campaign celebrates South Africa’s cultural heritage and invites the nation to groove along as they share in the festive season.
Inspired by the iconic South African Tamati So So So game that many grew up playing, the challenge encourages South Africans to showcase their dance moves and spread joy as they gather with friends and family.
The All Gold Dance Challenge kicked off in style at an exclusive event themed A Century of Flavour and Fun held in the north of Johannesburg this week. Hosted by the charismatic Somizi Mhlongo, the event featured dynamic performances from local stars Robot Boii and Bontle Modiselle, setting the stage for an unforgettable evening.
For over a century, All Gold has been a beloved staple in South African homes, known for its unwavering commitment to quality and distinct flavour. From its inception in 1908 to being crowned South Africa’s No. 1 Iconic Food Brand in 2004, the brand remains an integral part of the country's culinary and cultural identity.
“All Gold is more than just a brand; it is a part of South African culture and our memories. We are not only looking back on our legacy as a staple brand in millions of households but also sharing our exciting future. We’re thrilled to launch the All Gold Dance Challenge, inviting everyone to join us in celebrating flavour and fun,” says Dumo Mfini, Culinary Managing Director at All Gold.
Attendees at the launch enjoyed a nostalgic culinary journey curated by local culinary expert Chef Neo, alongside interactive sessions where they learned the All Gold Dance, inspired by the Tamati So So So game.
In addition to the dance challenge, All Gold unveiled an inspiring initiative set to launch in 2025: a school program aimed at empowering the next generation of South African creatives. Brand ambassadors Somizi Mhlongo, Robot Boii, and Bontle Modiselle will tour schools nationwide, mentoring aspiring young choreographers. Through personal stories and expert guidance, they will nurture talent and help students explore careers in dance choreography.
“This initiative is a way for All Gold to give back to the communities that have played a pivotal role in the brand’s success, while empowering young creatives to celebrate South Africa’s rich heritage through the art of dance,” adds Mfini.
With its century-old legacy and forward-looking vision, All Gold continues to unite generations through its timeless flavour, fun initiatives, and commitment to uplifting South African culture.
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