SP Brewery launches “Born & Raised” campaign to celebrate PNG’s 50th Independence anniversary

SP Brewery has officially launched its “Born & Raised” campaign to mark Papua New Guinea’s 50th Independence anniversary, celebrating both the nation’s golden milestone and the brewery’s long-standing role in uniting Papua New Guineans.

SP Brewery Manager Ed Weggemans said the campaign reflects the enduring bond between Papua New Guineans and the country’s iconic beer, SP Lager.

“With all our diversity, there are only a few things that truly bring Papua New Guineans together, and SP Lager is one of them. Our slogan ‘Bungim Yumi’ reflects that unity,” Weggemans said.

He spoke of SP Lager’s presence at key national moments from the first locally hosted Pacific Games in 1969, to the raising of the national flag in 1975, the Intercity Cup in 1990, and the SP Hunters’ historic Grand Final victory in 2017.

“For 73 years, SP Brewery has contributed to the nation’s economy through investment, taxes, employment, and community projects with SP Lager at the forefront of it all,” he said.

Speaking on behalf of the brand, Kit Amet said it was a privilege to represent a beer that has journeyed with PNG since the very first pour.

“Our current slogan, ‘Bungim Yumi’, is more than just a tagline, it reflects our commitment to brewing the hoy of true togetherness. In a country as diverse as Papua New Guinea, very few brands have the ability to bring people together from all walks of life. SP Lager is proud to be one of those brands,” Amet said.

The Born & Raised campaign, developed especially for the 50th Independence celebrations, features a commemorative 50th anniversary logo across all brand activities, vehicles, billboards, and media.Limited-edition collectible packaging on bottles and cans, available nationwide throughout the celebrations.

A national consumer promotion in over 400 outlets, giving consumers the chance to win tents, eskies, and chairs.

Expanded digital engagement through targeted Google and Facebook video campaigns, aimed at audiences over 18 to ensure responsible marketing.

Mr Amet said these activities are designed to ensure; "everywhere you go, you will see and feel the spirit of celebration.”

“At the heart of all of this is one simple message: SP Lager is proud to be part of PNG’s story, yesterday, today, and into the future. We remain committed to celebrating our diversity, embracing our unity, and brewing the joy of true togetherness,” he said.

SP Brewery said the Born & Raised campaign is not only a celebration of Independence, but also a tribute to the role SP Lager has played in shaping moments of national pride, unity, and joy for more than seven decades.