Pick n Pay recently launched their new ad starring American rapper Rick Ross and local South African comedian Schalk Bezuidenhout to promote its Smart Shopper loyalty program with the Price Palooza savings campaign. The ad was designed to show shoppers how using their rewards card can lead to winning big deals and extra points.

Before the ad premiered, it was reported that Pick n Pay would be closing 32 stores across South Africa. These closures are part of the company’s plan to address financial losses and improve its operations.

The Ad Concept

In the ad, Rick Ross brings his signature swagger while promoting smart shopping, with DJ Khaled’s version of “All I Do Is Win” playing in the background. Vincent Viviers, Co-Head of Omnichannel at Pick n Pay, explained that “from his chart-topping hits to his larger-than-life empire, Ross knows hustling smart means getting the best value. And that’s exactly what Smart Shopper Price Palooza is about—a chance to win, win, win with crazy deals, double Smart Shopper points and life-enhancing cash prizes.”

Rick Ross added that “success is about making power moves. And with Pick n Pay Smart Shopper, every shopper is making boss moves. Winning isn’t just a mindset—it’s a lifestyle. And it starts with smart decisions, like using a rewards card to win more from every shop.”

The Mixed Reactions

After the ad premiered, many people felt that the timing and approach of this high-profile, celebrity-driven campaign was a bit off, given the challenges currently faced by the retailer. Social media users questioned the decision. One person tweeted, “Pick n Pays are shutting down all over the country, but y’all have money to get Rick Ross on a commercial?” Another asked, “There’s a lot happening in this country. Why is Rick Ross on a Pick n Pay advert?” Another reimagined a Rick Ross song “I’m Not A Star” in their caption, saying, “I’m not a star, somebody lied. I got a Smart Shopper in the car… HUH!” suggesting the song choice that could have worked.

The Suggested Approach

Pick n Pay’s campaign with Rick Ross undoubtedly made headlines and garnered engagement, but its timing and marketing choices have sparked debates. On one hand, the ad shows a bold attempt to boost the Smart Shopper program with international star power. On the other, it comes at a time when the company is closing 32 stores, prompting many to wonder if a more locally inspired approach might have been better.

Ultimately, while the campaign highlights Pick n Pay’s desire to encourage the use of its loyalty program, the mixed reactions serve as a reminder that marketing efforts must keep in mind the brand and it’s current realities – otherwise people will point it out for them.