Global rap superstar Rick Ross has made an unexpected appearance in Pick n Pay's latest Smart Shopper campaign, sparking debate about the retailer’s marketing strategy and brand alignment.
The advertisement, featuring South African comedian Schalk Bezuidenhout, puts a local twist on the hit song 'All I Do Is Win' while promoting the Smart Shopper Price Palooza.
Filmed in a Pick n Pay store in Cape Town, the US rapper is joined by Bezuidenhout as the duo blends hip-hop swagger with local humour.
Media personality and author Khaya Dlanga has weighed in on the debate surrounding the ad, raising concerns about how much the retailer spent just to fly Rick Ross to South Africa. He questioned the strategic reasoning behind his involvement, aside from the fact that he featured in the original song.
“I can only imagine how much was spent flying Rick Ross to South Africa, yet there’s no clear strategic reason for him to be there beyond the fact that he was on the original song. There’s no discernible insight, no real connection to the brand, and no obvious reason why this was the creative direction they chose. It’s jarringly obtuse.”
Dlanga added that when reshaping a brand in consumers' minds, it’s essential to go beyond a flashy, cartoonish campaign with no clear strategy or positioning. “You need to put a stake in the ground, not just make noise,” he emphasised.
However, he acknowledged the team's effort, saying, “That said, I will give the team credit for at least trying to be bold. Too many brands are terrified of boldness, and the result is work that’s forgettable before it even airs. They got this one wrong, but I hope they don’t let the criticism scare them away from taking risks in the future. I hope they try again, just with a bit more thought behind it.'
Many netizens expressed a mix of shock and excitement, with some praising the ad, while others were left wondering how the concept and deal came about. Some questioned how the store managed to afford the rapper who is reported to be a billionaire, citing Pick n Pay’s recent financial struggles. Reports suggest the retailer is preparing to close more stores due to insufficient funds.
@KgaoNgobz said, “That Pick n Pay and Rick Ross ad??? And they wonder why they’re in the mess they’re in. Their marketing team seriously needs a reshuffle.”
“Pick ‘n Pay chose Rick Ross lol no wonder Boxer is buying them lol,” said @Tammy_thee_Godd.
“Rick Ross x Pick n Pay was not on my 2025 bingo card. Are you telling me that *The Biggest Boss*, *Rich Forever *Rick Ross is outchea swiping a Smart Shopper card and budgeting?? Zero brand alignment. Now, a Pantry x Rick Ross ad? That I’d believe,” said @Kay_Giiegh.
“How did Pick n Pay afford to have Rick Ross on an advert,” said @hlovo_.
“No wonder Pick n Pay is closing most of its stores. You paid Rick Ross for a commercial that doesn't relate to your average South African,” said @lindamnkhonto.
“Pick n Pay is doing terrible financially but instead of formulating smart strategies to boost shareholder confidence, they would rather get Rick Ross on an ad,” said @UbaniUmanqoba.
“Pick n pay commercial featuring Rick Ros I think it's genius. I will tell you why. Just Mize the culturally appropriating yt guy,” said @RealSihleIV.
The Star