Rick Ross has made an unexpected return to South Africa; this time, it’s not just for the music. The American rapper and business mogul is the face of a new advert for Pick n Pay, promoting its Smart Shopper loyalty programme.
While some fans are excited to see the “Hustlin’” hitmaker embrace the South African market, others are baffled by the collaboration. Social media has been buzzing with questions about how the deal came about—and, more importantly, how the retailer could afford to feature an international star while reportedly struggling financially.
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Rick Ross swaps the mic for the aisles
The ad, which features South African comedian Schalk Bezuidenhout, plays on the theme of winning, set to DJ Khaled’s hit song All I Do Is Win. In the commercial, Ross enjoys a playful shopping experience, complete with a few signature rap lines.
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According to the retailer’s Co-Head of Omnichannel, Vincent Viviers, Ross was the ideal fit for the campaign. “From his chart-topping hits to his larger-than-life empire, Ross knows hustling smart means getting the best value,” Viviers explained. “That’s exactly what this campaign is about – a chance to win, win, win with crazy deals, double rewards points, and life-enhancing cash prizes.”
Fans react: ‘Does Rick Ross even have a rewards card?’
Despite the company’s enthusiasm, not everyone is convinced. Many South Africans have taken to social media to express their confusion, with some questioning why Ross – an American rapper with no known ties to the local retail industry – was chosen for the campaign.
One X (formerly Twitter) user joked, “Does Rick Ross even have a rewards card?” while another questioned, “Is this where our grocery prices are going?”
Rick Ross doesn’t even have a smart shopper card
— Kenwyn Davids (@kenwyntheking) February 10, 2025
Others have speculated that the rapper’s recent frequent visits to South Africa could be linked to a career slowdown, with some suggesting that he’s capitalising on opportunities outside of the US.
A strategic move or a misstep?
Rick Ross’ involvement in the campaign has certainly generated buzz, but whether it translates into a win for the national retailer remains to be seen. For now, South Africans remain divided – some are excited to see a global star embracing local brands, while others think the collaboration is as unexpected as seeing the rapper in a grocery store aisle.
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Featured Image: Getty
