Many South Africans were curious about the recent visit of US business mogul and hip-hop legend Rick Ross to the country, and the mystery was finally solved when Pick n Pay released an ad featuring the rapper. However, not everyone was thrilled with the collaboration.
Rick Ross had been spotted in South Africa a few weeks ago, and while his presence excited many fans, others were left wondering why he was there. The answer came on Monday when Pick n Pay launched an advertisement for their Smart Shopper loyalty program, starring Rick Ross alongside South Africa’s own Schalk Bezuidenhout.
The ad, which features DJ Khaled’s energetic anthem “All I Do Is Win,” highlights how customers can win big every time they swipe their Smart Shopper card. In the commercial, Ross, known for his chart-topping hits and business empire, promotes Pick n Pay’s Smart Shopper Price Palooza, offering great deals, double points, and even life-changing cash prizes.
According to IOL, Vincent Viviers, Co-Head of Omnichannel at Pick n Pay, explained the partnership, saying, “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.”
Despite the company’s excitement about Rick Ross being the “perfect” celebrity for the campaign, many netizens were not so convinced. On social media, users questioned the relevance of the collaboration. One X user, @kenwyntheking, pointed out, “Rick Ross doesn’t even have a smart shopper card,” while @ChromeDeCesar humorously remarked, “Rick Ross being in a Pick n Pay ad and using a smart shopper card is something I’d never thought I would ever see.” Other comments, like @Maccoah’s, criticized the idea, calling it absurd: “Rick Ross having a smart shopper card makes no sense in the world. The Agency? Fire them.”
Some users, like @Chase_Sithelo, also wondered why Rick Ross was involved in such a random campaign. “Rick Ross always does the most random stuff when in SA. Why is he on a Pick n Pay advert??” another user added, questioning the choice. And some, like @ChrisExcel102, pointed out the irony, “Y’all have money to pay Rick Ross, but just yesterday you said you guys are closing down stores.”
In response, Pick n Pay addressed the concerns, commenting, “…as part of our new corporate plan, we will be resetting our store estate. As part of this, some underperforming stores will be closed, while the majority – where appropriate – will be rebranded to either a franchise Pick n Pay store or a Boxer store.”
Y’all have money Money to pay Rick Ross buy just yesterday you said you guys are closing down stores pic.twitter.com/KdQEXILrk7
— ChrisExcel (@ChrisExcel102) February 10, 2025Hi Lindokuhle, as part of our new corporate plan, we will be resetting our store estate.
As part of this, some underperforming stores will be closed, while the majority – where appropriate – will be rebranded to either a franchise Pick n Pay store or a Boxer store.
— Pick n Pay (@PicknPay) February 11, 2025Rick Ross doesn't even have a smart shopper card
— Kenwyn Davids (@kenwyntheking) February 10, 2025Rick Ross being in a Picknpay ad and using a smart shopper card is something I'd never thought I would ever see 😂 https://t.co/X9SqbioV9x pic.twitter.com/JRYiN0CbOG
— the auditory abstract, (@ChromeDaCesar) February 10, 2025
