The recent ad campaign by retailer, Pick n Pay, caused an uproar with its feature of US businessman and rapper, Rick Ross. The Aston Martin hitmaker was spotted in Cape Town recently where the ad was shot at a Pick n Pay store, and fans initially thought he was in the mother city to work on song collaborations with local artists. However, the speculations were put to rest after Pick n Pay released their Smart Shopper promotion ad. It features South African comedian, Schalk Bezuidenhout alongside Ross, with DJ Khaled’s popular track All I Do Is Win blazing in the background. Social media users criticized the decision to use Rick Ross on the ad citing his tax bracket and the disconnect between him and the loyalty card programme. “Rick Ross who doesn’t even live in SA who doesn’t shop at Pick n Pay is being paid millions for this ad,” @sewelankoana commented. Podcaster Penuel Mlotshwa also shared his disapproval.“It’s a no from me, zero brand alignment. No need for an overseas person for a local brand unless they are selling their products there like Jamie Oliver. I’m a huge Rick Ross fan and PnP fan, but this is a no from me.” The release of the ad come after the retailer closed 32 supermarkets across the country, due to financial constraints. According to the retailer’s trading update for the 45 weeks that ended 5 January 2025, its stores in South Africa recorded a 0.1% sales decline over the period. The company continues to face backlash for using an international act with a net worth estimated to the tune of $150 million to promote a loyalty card campaign that is mostly used by ordinary South Africans to get discounts on their grocery essentials.
