Pick n Pay Comes Under Fire for Featuring American Rapper Rick Ross in Ad Amid Store Closures
South African retail giant Pick n Pay has come under fire for its latest promotional advert featuring American rapper Rick Ross (William Leonard Roberts II).
The backlash comes amid reports that the company has closed 32 underperforming supermarkets nationwide as part of a corporate restructuring plan.
The ad, which also stars South African comedian Schalk Bezuidenhout, uses DJ Khaled’s hit song ‘All I Do Is Win’, featuring Rick Ross.
However, the inclusion of the international rapper has sparked criticism from social media users, who argue that the choice lacks relevance to the brand and its South African audience.
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Store Closures and Rebranding Strategy
Pick n Pay recently announced its plans to “reset its store estate,” closing underperforming stores and rebranding others as either franchise Pick n Pay outlets or Boxer stores.
The company shared the update on X (formerly Twitter), stating that the move is part of a broader corporate strategy to improve performance.
However, the timing of the Rick Ross ad has raised eyebrows, with many questioning the logic of spending on an international celebrity endorsement while cutting back on physical stores.
“Out of Touch”: Social Media Slams Pick n Pay’s Rick Ross Ad
Social media users were quick to express their disapproval, with many arguing that Pick n Pay should have chosen a local artist who resonates more with its target audience. Critics pointed out that Rick Ross has no known connection to the brand or South Africa, making his inclusion in the ad seem out of touch.
The controversy has sparked a broader conversation about the importance of supporting local talent in advertising. Many South Africans feel that the retailer missed an opportunity to showcase homegrown artists who could have better connected with the brand’s audience.
Others questioned the financial prudence of the campaign, especially in light of the recent closure of 32 supermarkets. Critics argued that the funds spent on an international celebrity endorsement could have been better utilized to support local communities or retain jobs amid the restructuring.