Reason Praises Pick n Pay’s Rick Ross Ad, But Mzansi Isn’t Buying It. South African rapper and Amapiano sensation Reason (Sizwe Alakine) has declared his loyalty to Pick n Pay—but not without a laugh.
Taking to social media, Sizwe Alakine shared his excitement over the retailer’s latest advertisement featuring American rap mogul Rick Ross, stating, “That’s it!!! I’m only shopping at @PicknPay for this one.”
While Reason’s enthusiasm was evident, the reaction from many South Africans on social media was anything but celebratory. The ad, which showcases Rick Ross endorsing Pick n Pay, left a sour taste for many local consumers who questioned why the retail giant opted for an international superstar over a homegrown celebrity.
Many South Africans voiced their disappointment, arguing that the campaign could have been more effective if it featured a local artist who understands the country’s shopping culture. The sentiment echoed across social media platforms, with users listing several homegrown stars who would have been a better fit—ranging from household rap names to influential cultural figures.
“Rick Ross who doesn’t even live in SA and who doesn’t shop at Pick ‘n Pay is being paid millions for this AD.smh,” one user quipped.
Others questioned the authenticity and relatability of the campaign, pointing out that Pick n Pay, as a South African brand, should prioritize supporting local talent instead of investing in an international face.
“It’s a no from me. Zero brand alignment. No need for an overseas person for a local brand, unless they are selling their products there like a Jamie Oliver. I’m a huge Rick Ross fan and a PnP fan… but this is a no from me.”
This backlash feeds into a larger conversation about local brands embracing South African talent rather than outsourcing celebrity endorsements to international figures. While the inclusion of a global icon like Rick Ross brings an undeniable level of prestige to Pick n Pay’s campaign, critics argue that it sends the wrong message about the value of local culture and influence.
Despite the controversy, Reason seems unbothered—clearly amused by the whole situation. But as the debate rages on, the question remains: Should South African brands be more intentional about uplifting local stars, or is global influence the way forward?
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