From potjie pots to paper plates

25 September 2025 | Marketing and Promotions

This summer Alfred Adriaan puts a humorous spin on South African braai etiquette with Pick n Pay

Food is synonymous with South African hospitality associated with welcome, warmth, and connection. At the heart of this is the braai, a deeply ingrained cultural ritual that goes far beyond cooking over coals. A braai is one of the most powerful symbols of South Africa’s national identity and Pick n Pay has kicked off the Summer season with the launch of its “Shisa Summer” campaign with its digital-first braai content series, fronted by beloved South African comedian Alfred Adriaan.

Blending humour, authenticity and the shared traditions of braai culture, the campaign offers audiences a fresh, relatable take on a national pastime while marking Adriaan’s first official brand partnership – one he calls a “perfect fit” given Pick n Pay’s family values and long-standing legacy as one of South Africa’s most trusted brands.

This campaign places Adriaan at the centre of the storytelling. Each piece of content draws on his lived experiences of South African family life - from the “bring ice but eat all the meat” friend to the grandmother who secretly serves vegetarian guests’ food from the meat pot. The result is a humorous yet deeply identifiable take on braai etiquette that celebrates togetherness, culture and identity.

A distinctive stance in a category where many competitors turn to international celebrities, Pick n Pay proudly puts South Africans first by championing local personalities that consumers resonate deeply with. Adriaan’s comedic lens brings that strategy to life, offering audiences more than entertainment- they see themselves in the content.

“From the outset, this was never about scripting a comedian into a brand message,” says Katherine Madley, Chief Marketing Officer at Pick n Pay. “It was about letting Alfred’s personality (that we all know and love) shine through. The campaign is as true-to-life as the braai stories passed around in every South African circle of friends and family”.

More than just laughs, the work also taps into the broader meaning of food and culture in South Africa. The braai remains one of the country’s most enduring traditions as a symbol of generosity and belonging where everyone has a role to play (and an opinion on how things should be done). Whether it’s who’s in charge of the fire, which cut of meat reigns supreme, or how long the pap should rest, the etiquette is as colourful as the people around the table. These quirks and debates are part of the fun, showing how food and humour together create bonds that transcend backgrounds and generations.

For Adriaan, the partnership was as much about cultural connection as comedy. “Pick n Pay gave me the space to be myself, to tell stories that are funny because they’re true, and meaningful because they’re ours,” he said.

The campaign recently launched across Instagram, Facebook, TikTok, YouTube and Connected TV.

View the videos here:

Please see below links:

Braai Etiquette - Burger Edition videos

Instagram: https://www.instagram.com/p/DO5aTHGAHeM/

Facebook: https://www.facebook.com/reel/777201401828356

TikTok: //www.tiktok.com/@_picknpay/video/7551776171499719957">https://www.tiktok.com/@_picknpay/video/7551776171499719957

YouTube Shorts: https://youtube.com/shorts/SXuP_sX7YMo

YouTube Landscape: https://youtu.be/WpYmqz0QRrk

Braai Etiquette - Kids Edition videos

Instagram: https://www.instagram.com/p/DO21izqlCnH/

Facebook: https://www.facebook.com/reel/1882210149310982