Supermarket retail giant Pick n Pay have come under fire over its recent advert featuring US rapper Rick Ross. This comes amid news that the company – developed by the late Raymond Ackerman – is closing 32 stores nationwide.
PICK N PAY CRITICISED OVER RICK ROSS AD
On Monday, 10 February, Pick n Pay debuted a TV ad featuring local comedian Schalk Bezuidenhout and a special appearance by US rapper Rick Ross.
In the ad, the entertainer – wearing flashy jewellery – is seen shopping up a storm with his local pal.
Ross then raps along to a catchy jingle, sampled from his feature on DJ Khalid’s All I Do Is Win, and makes it “rain with Rands.”
The advert is part of Pick n Pay’s SmartShopper Price Palooza competition, where shoppers can win R100 000 a day.
On the X app, many South Africans were unhappy with the supermarket’s splurging on an American superstar’s appearance amid store closures and reported job losses.
@Moshe_Meso: “I heard Pick n Pay is closing 32 stores nationwide, but y’all can afford Rick Ross.”
@sewelankoana: “Rick Ross, who doesn’t even live in SA and who doesn’t shop here, is being paid millions for this ad.”
@Arnold_Von_Mash: “So you couldn’t find a local artist, perhaps? I mean, how often does Rick Ross buy from your shop?”
HOW MUCH DOES RICK ROSS CHARGE FOR AN APPEARANCE?
According to various PR sites, Rick Ross charges $100 000 – $200 000 (R1,8 million – R3,6 million) for appearances at corporate events, keynote speeches, or other performances.
The US star has a net worth of $150 million (R2,7 billion) and is considered one of the 20 richest rappers in the world.
Last month, Ross was in the country to shoot the music video for Dangerous II with SA muso Usimamane in Cape Town.
WHY ARE STORES CLOSING – AND WHAT HAPPENS TO STAFF?
According to Pick n Pay, the 32 store closures are part of its new “Store Estate Reset” plan.
It said on X: “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.”
According to the Citizen, more than 80% of staff will be redeployed within the group. Some of them have voluntarily elected an early retirement or retrenchment.
WHAT DO YOU THINK OF PICK N PAY’S NEW AD FEATURING RICK ROSS?
Let us know by leaving a comment below, or send a WhatsApp to060 011 021 1.
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