Beyond the braai: diversifying the heritage narrative in South Africa

Purpose This study aims to examine the interplay of race and advertising in South Africa’s National Heritage Day campaigns to uncover irresponsible practices. Design/methodology/approach Via Imagined Intergroup Contact and Social Semiotic theories, the authors conduct three studies – longitudinal campaigns analysis, consumer interviews and focus groups and marketer interviews. Findings The campaigns unsuccessfully portray a diversified narrative and disconnect from consumers’ lived realities. Reusing safe concepts results in ineffective narratives and superficial opportunities to create meaningful intergroup interactions, effectively reinforcing marginalization and racial hierarchies. Practical implications Expectations to innovate beyond apologetically African narratives task marketers with more concerted efforts to build and manage diversified narratives. Social implications Responsible narratives can help shape more informed and empathic, less biased interpretations and interactions. In turn, these can contribute to connecting fragmented meanings into a shared living heritage and community building. Originality/value The authors contribute to research on marketing practices from the Global South. The authors present responsible practices, such as strategic use and management of heritage influencers, to connect with broader audiences; focusing on community initiatives that facilitate meaningful interaction; and potentially addressing transgenerational trauma via interventions in advertising safe spaces.