Legendary Rick Ross is making boss moves with Pick n Pay's Smart Shopper

Global hip-hop legend and business mogul Rick Ross set Cape Town abuzz during his recent visit in January, praising the city’s beauty and hinting that he was working on something big. It has now been confirmed that he was here for Pick n Pay.

Best known for his larger-than-life persona and chart-topping hits, Ross stars in the new Smart Shopper commercial set to the legendary anthem All I Do Is Win by DJ Khaled, in which he features alongside Ludacris, T-Pain, and Snoop Dogg. The ad puts a Smart Shopper spin on the hit song, showing how customers win every time they shop using their rewards card.

Adding a touch of local, Ross is joined by South African comedian Schalk Bezuidenhout, who brings his signature humour to the reimagined music video-esque TV commercial.

Pick n Pay, which rewards customers with over R7bn in savings every year, said its new Smart Shopper Price Palooza is its boldest savings event yet, which includes cash prizes totalling R2.8 million, and it needed a big name to match. “Who better to deliver the message than the biggest boss himself,” says Vincent Viviers, Co-Head: Omnichannel at Pick n Pay, speaking about the decision to work with Ross.

“From his chart-topping hits to his larger-than-life empire, Ross knows hustling smart means getting the best value. And that’s exactly what Smart Shopper Price Palooza is about – a chance to win, win, win with crazy deals, double Smart Shopper points and life-enhancing cash prizes. All customers must do is swipe their registered Smart Shopper card when purchasing a participating product,” says Viviers.

Given how effusive Ross has been about beautiful South Africa on his social media, he loves any excuse to spend time here, so it was an easy pitch, he added.

“Success is about making power moves. And with Pick n Pay Smart Shopper, every shopper is making boss moves. Winning isn’t just a mindset - it’s a lifestyle. And it starts with smart decisions, like using a rewards card to win more from every shop,” says Ross.

Ross added that his recent visit showed the biggest boss nothing but love. “The energy, the culture, the people - next level. Much respect, can’t wait to be back.”

Filmed in a Cape Town Pick n Pay store, the commercial video features Ross alongside Bezuidenhout, blending hip-hop swagger with local humour. Behind-the-scenes footage captures Ross and his team admiring South Africa’s impressive retail scene while walking through the store.

Bezuidenhout shared his Smart Shopper Price Palooza experience with Ross. “I love a k*k fancy thing, as you know, and this advert took it to a whole new k*k level of fancy. Thanks to Smart Shopper, I felt like a boss, and I got to live out the rap-star high life with Rick Ross,” says Bezuidenhout. He shared a video on Instagram, showing off his luxury trailer, saying the bar has officially been raised after this spoiling of an experience.

Like the song, All I Do Is Win, popular across generations, Pick n Pay’s Smart Shopper programme has stood the test of time - helping customers save instantly while earning rewards for rainy days. “We think customers will really resonate with the remixed song,” concludes Viviers.

Pick n Pay Smart Shopper Price Palooza runs from 10 February until 9 March 2025. Every day, one Smart Shopper will win R100,000 cash. Smart Shoppers also get more points and instant savings throughout the period.

For more details, watch our video here.

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