By Rorisang Modiba
- Pick n Pay faces backlash for hiring American rapper Rick Ross while closing 32 stores across South Africa.
- South Africans say the company should have used local talent instead of spending money on international stars.
Pick n Pay’s decision to feature American rapper Rick Ross in their latest advertisement has made South Africans angry.
The supermarket chain is facing backlash for the move, especially as it comes at a time when they are closing 32 stores across the country.
The new advert features Ross alongside South African comedian Schalk Bezuidenhout, with DJ Khaled’s song All I Do Is Win playing in the background.
The advert has made many angry, with some on social media saying Pick n Pay should have used local talent instead of spending money on an international star who has no connection to South Africa.
Podcaster Penuel Mlotshwa criticised the advert, saying it lacked “brand alignment”.
“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,” he said.
Pick n Pay recently announced plans to close some stores that weren’t making money.
“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,” the company said on X.
Social media users questioned why the company would spend money on an international star while letting go of local workers.
One X user, Sewela Nkoana, wrote: “Rick Ross, who doesn’t even live in SA and doesn’t shop at Pick n Pay, is being paid millions for this.”
Others suggested the supermarket could have saved money by using local amapiano artists who would connect better with South African shoppers.
Pictured above: Rick Ross in the ad.
Image source: Screenshot of the ad/Pick n Pay
