Retailer Pick n Pay is facing backlash after featuring American rapper Rick Ross in its latest advertisement while reportedly closing 32 supermarkets across South Africa, Times Live reports. The ad, which also includes comedian Schalk Bezuidenhout and features DJ Khaled’s hit song All I Do Is Win, has sparked criticism for its lack of local representation. Many social media users argue that the retailer should have chosen a South African artist who resonates more with the brand’s audience. Others question the decision to hire an international celebrity at a time when the company is shutting down stores, potentially affecting jobs. Podcaster Penuel Mlotshwa criticized the move, stating that the campaign lacks brand alignment and that overseas celebrities should only be used if they sell products in the country. Similarly, Facebook users expressed frustration, with some suggesting that Pick n Pay could have used amapiano artists for a more relevant and cost-effective campaign. The controversy has led to wider discussions about corporate spending, brand authenticity, and consumer expectations in local marketing.
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