IWISA No.1 launches its Fills Good campaign at the Crescent of Hope NPO

IWISA No.1 launched its "Fills Good" purpose-led campaign at the Crescent of Hope Rehabilitation Centre in De Deur near Vereeniging this week. The initiative – a partnership with retailer Devland – will see a portion of every IWISA No.1 product purchased at Devland, Hyperland and Frontline go directly towards supporting the Crescent of Hope NPO and its beneficiaries. The campaign, which runs until March 2026, celebrates the collective power of community upliftment and honours the everyday heroes that make this possible.

Launched during Heritage Month, the IWISA No.1 Fills Good initiative recognises that every small act of support can have a transformative impact when shared collectively. "This campaign turns everyday purchases into powerful acts of generosity," explains Phumzile Nhlapo, Premier Senior Brand Manager: Maize, Breakfast and Pasta. "Every IWISA No.1 product bought at our Devland group of stores in Gauteng  will directly support the vital work done by Crescent of Hope NPO: with a percentage of the product purchase allocated to the NPO. This is how we ‘fills good’ together."

Rooted in purpose, the IWISA No.1 Fills Good campaign is a purpose led initiative. "This makes it different to a CSI campaign," she adds. "The donation accumulated through the initiative will be made directly by Premier to Crescent of Hope as part of our commitment to support their remarkable work, and help to build and grow this community."

One of South Africa's trusted staples, IWISA No.1 has been a household brand for almost 70 years. “Our promise of building communities to make everyday people’s everyday lives better remains just as relevant today as it was when we first launched,” notes Nhlapo. “We remain committed to building trust and creating wonderful family memories through consistent quality, nourishment and fill. This campaign creates meaningful and lived experiences of this commitment – benefitting other most in need. Through the Fills Good campaign, we're making it possible for our consumers to be part of something greater, where each purchase becomes an intentional contribution to positive change.”

The IWISA No.1 team worked closely with the leadership of Devland to identify a registered charity that was making a meaningful and lasting difference in the community.

"It was important to us that the impact of this campaign be felt directly at community level," says Mohammed Gathoo, Devland Manager. "The Crescent of Hope is an established, trusted and valued organisation making an incredible difference across our footprint. Each day this team restores dignity and creates pathways to empowerment through their programmes, outreach work and support offered at their various centres. As Devland, their vision perfectly mirrors our brand values, and we are honoured to walk this journey with them."

With various centres located across the country, Crescent of Hope NPO has become a household name in Johannesburg South, providing a vital lifeline for the most vulnerable in the area, particularly women and children. The rehabilitation centre where today’s event was held provides psychosocial support, feeding programmes, education and crisis intervention services. It also champions skills development and assists individuals to get back on their feet.

"This partnership is deeply humbling for us," says Muhammed Riyaad, Administrator and Counsellor at the Crescent of Hope Rehabilitation Centre. "It's a powerful validation of the work we do. More than that, it's a commitment to the lives and futures of the people we serve, particularly the most vulnerable. Through this support, we will be able to invest further in our centre and support our community."

Gathoo says the initiative has already resonated with their customers: "At Devland, we've always believed in growing alongside our communities. Yes, we're an independent wholesaler and a retailer, but we are also neighbours and partners. This campaign is about more than giving: it's about walking alongside Crescent of Hope to build brighter futures and create new possibilities for community members who need it most."

In closing, Nhlapo encouraged local community members to support the campaign: "Every time you purchase IWISA No.1 at Devland, you're planting seeds of hope. It's a way to make your everyday choice count: to back your own community and ensure that the beneficiaries of Crescent of Hope rise together. Because when we nourish families, we grow nations – and ‘fill good’ together.”