As Shoprite Group’s chief marketing officer Mike Middleton states, “SA is a great place to live” and that’s even if you’re not the sort of individual who would be paying much attention to the price of Moët & Chandon.

He says the cheeky comparative price ads he placed in newspapers in London and Sydney last week are a “fun and lighthearted way to drive the message” of South Africa’s greatness.  So it seems a bit cynical and joyless to point out a few details that undermine the comparisons suggesting Checkers’ food prices are enticingly inexpensive...

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