[Image: DevianArt /CC}
Retailer Pick n Pay has faced the wrath of social media after paying millions to Rick Ross to star in a new advert following the closure of 32 supermarkets.
The Karens on social media slammed the advertisement, which also features local comedian Schalk Bezuidenhout, claiming that Ross is not even local and has no affiliation with the grocery brand. Fair enough, the billionaire is most likely a Woolies guy.
Many have argued that Pick n Pay should have opted for a local artist, someone who is more relatable and relevant to its target audience.
“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 a Pick n Pay fan, but this is a no from me.”
Pick n Pay has responded to the criticism on X, saying “As part of our new corporate plan, we will reset our store estate. As part of this, some underperforming stores will be closed, while most – where appropriate – will be rebranded to either a franchise Pick n Pay or a Boxer.”
Rick Ross who doesn’t even live in SA who doesn’t shop at Pick ‘n Pay is being paid millions for this AD.smh pic.twitter.com/yMFFxpyOod
— SewelaNkoana (@sewelankoana) February 10, 2025
Pick n Pay is just continuing to dilute their brand identity. You’re further confusing your current & past customers on what it is you stand for & have to offer. It’s clear there no cogent turnaround strategy to fix this struggling retailer. 0/10 from me.
— Sam Trong (@SamTrong3) February 10, 2025
You could have used Cassper who is likely to shop from pick ‘n Pay every other day!! Yall are groupies mahn!! pic.twitter.com/jdf4aXMOhk
— sharing_is_caring2023 (@SharingC2023) February 10, 2025
Ross may have nothing to do with Pick n Pay, but we don’t see a major problem with using him to get back into the grocery fight. They need all the help they can get. Remember how Checkers had Airwolf flying around PE with a large yellow sticker on Stringfellow’s door? Now that was an odd collab.
[Source: Timeslive]
