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Pick n Pay Teams Up with Rick Ross for Smart Shopper Campaign: Hit or Miss?

In January, global hip-hop icon and entrepreneur Rick Ross made headlines during his visit to Cape Town, where he praised the city and hinted at a major project in the works. It has now been confirmed that his visit was in collaboration with Pick n Pay, and the campaign launch was the talk of the town in February.

Cultural Impact or Missed Opportunity?

Rick Ross is the face of Pick n Pay’s latest Smart Shopper campaign, which attempts to leverage the cultural impact of DJ Khaled’s hit All I Do Is Win. The campaign aligns Pick n Pay’s rewards programme with the song’s winning theme, reinforcing the value of Smart Shopper benefits for customers. South African comedian Schalk Bezuidenhout adds a local touch, bringing his signature humour to the reimagined, music-video-esque TV commercial.

International Hip Hop Legend Rick Ross And South African Comedian Schalk Bezuidenhout Star In The Latest Pick N Pay Smart Shoppet Commercial Picture Supplied Price Palooza

Image: Rick Ross and Schalk Bezuidenhout

The logic behind the collaboration is clear: Rick Ross is synonymous with success, luxury, and larger-than-life branding. By associating Smart Shopper with his “boss moves,” Pick n Pay hopes to drive engagement and make rewards feel aspirational. But does this flashy endorsement truly connect with South African consumers?

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Authentic Connection or Flashy Gimmick?

Pick n Pay claims it provides customers with over R7bn in savings every year, and its new Smart Shopper Price Palooza is its boldest savings event yet—featuring cash prizes totaling R2.8m. The brand needed a big name to match, and in their view, “Who better to deliver the message than the biggest boss himself?” as Vincent Viviers, Pick n Pay’s co-head of Omnichannel, puts it.

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But here’s the crux: does slapping a global celebrity’s face on a campaign translate into meaningful consumer engagement? Or is it a classic case of a brand chasing spectacle over substance? South African consumers are discerning; they want brands that understand their realities, not just celebrities reciting marketing scripts.

The Easy Pitch vs the Hard Truth

Vincent Viviers, co-head: Omnichannel at Pick n Pay, emphasizes how easy it was to get Ross to South Africa, given his love for the country. And Ross himself has leaned into the local adoration, calling the experience “next level.”

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The commercial, shot in a Cape Town Pick n Pay store, aims to blend hip-hop swagger with local humour. But beyond the entertainment value, does it resonate deeply enough to drive real shifts in consumer behaviour?

Here’s the issue: South African consumers aren’t looking for international celebrities to validate their shopping choices. They are looking for brands that acknowledge their daily struggles—especially in a challenging economic climate. This campaign feels more like a high-gloss spectacle than a meaningful engagement strategy rooted in local consumer insight.

Pick n Pay’s Struggle for Relevance

Pick n Pay has been on a tumultuous journey, fighting for relevance in an increasingly competitive retail landscape. The brand has been working to reposition itself against strong competitors and regain consumer loyalty. But is a high-budget campaign featuring an American rap mogul the answer? Or should the focus be on a deeper understanding of South African shoppers—their needs, aspirations, and economic realities?

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The Real Question: What Do Consumers Actually Want?

This campaign raises a critical question for the South African advertising and marketing industry: are brands investing in real consumer insights, or are they relying on global templates and celebrity endorsements to do the heavy lifting?

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The difference between a truly impactful campaign and a short-lived media spectacle lies in the research. Primary research—real conversations with real people—connects the dots between brand messaging and consumer needs. Desktop research and global celebrity partnerships, however, often create a disconnect, assuming what people might like instead of addressing what they actually value.

Verdict: Hit or Miss?

While the campaign undeniably generates conversation, its long-term impact on consumer engagement remains questionable. Brands operating in South Africa must go beyond aesthetic appeal and invest in strategies that foster real relationships with their consumers. Pick n Pay had the opportunity to craft a campaign that deeply resonated with its audience. Instead, it opted for a glitzy shortcut.

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The South African advertising industry needs to move past borrowed prestige and start building campaigns that matter. The time for surface-level marketing is over—real consumer connections should be the true measure of success.

#PicknPay #SmartShopper #RickRoss #SouthAfrica #CapeTown