From Beach to Baskets: Shoprite Checkers’ Jet Ski Delivery Turns Heads in Cape Town
In an innovative marketing move that has captured the imagination of South Africans, Checkers, part of the Shoprite Group Holdings, has tested out the use of jet skis for grocery deliveries. The unique service was recently spotted on the beaches of Clifton, Cape Town, where a branded Checkers Sixty60 jet ski delivered ice lollies to a boat, ensuring they remained perfectly frozen during delivery. The video of the branded jet ski in action quickly went viral on social media, amassing over 1.6 million views and sparking widespread interest in the new initiative.
An Innovative Beach Delivery Concept
The innovative jet ski delivery was part of the Checkers Sixty60 campaign, which aims to highlight the speed and convenience of its grocery delivery service. Videos of the jet ski at Clifton Beach drew widespread admiration, with many commenting on the “flippen brilliant” idea. Aqeela Jayy, one social media user, called it a “brilliant innovative plan,” while others marveled at how it could enhance beach outings, allowing beachgoers to order food and drinks directly to their location.
Checkers’ jet ski delivery service was showcased in an ad where the jet ski quickly navigated the water to deliver goods, including ice lollies, to a boat in a demonstration of just how fast the service could be. The company’s cheeky slogan, “Checkers will literally cross the ocean for you,” caught the attention of many who were eager to see if this service would become a permanent feature at the beach.
A Growing Social Media Frenzy
The idea of a jet ski delivering goods sparked excitement, with many social media users expressing a desire to see the service officially rolled out in time for Boxing Day (December 26). This holiday typically sees thousands flock to the beaches in Cape Town, and many eagerly questioned whether the service would be available at popular beach spots.
Rashied Mohammed Salie, a social media commenter, described the service as “world-class,” stating that he would use it every time he visited the beach if it were available. He painted an image of a future where beachgoers could enjoy a cold beverage or snack delivered directly to them by a jet ski, making it a perfect addition to summer outings.
However, not everyone was convinced. Several users questioned the practicality of the service. One comment raised concerns about how the delivery driver would locate customers among the crowds of beachgoers, especially during the busy holiday season. Monique Gedult questioned how jet skis would navigate the crowded waters, especially with hundreds of people frequenting popular beaches.
Concerns from Local Businesses
While some beachgoers welcomed the convenience of jet ski deliveries, others, like Michail Adams, a beach ice cream vendor at Camps Bay, expressed concern about the potential impact on small businesses. Adams, who relies on his beach trading permit to support his family, argued that larger retailers like Checkers might harm the livelihoods of small traders by offering easy, online food delivery services.
Adams emphasized that the essence of a Cape Town beach experience lies in purchasing from local vendors who provide a unique, hands-on experience. “It’s frustrating that big shops are taking business away from small traders,” Adams said, noting that many people prefer the variety of options available through online orders, which could potentially hurt small vendors who already face competition from large retailers.
A Marketing Masterstroke
Despite the concerns from local businesses, many social media users saw the jet ski delivery as an inventive way to market Checkers’ Sixty60 service, which promises quick grocery deliveries. Joel Steenkamp, a social media user, praised the timing of the campaign, saying, “People are beaching, what better way to market your brand than using a jet ski?” The idea of capturing selfies with a delivery driver on a jet ski further fueled the excitement surrounding the campaign.
Other users, like Charl Bremmer, emphasized that the key message behind the jet ski delivery was Checkers’ commitment to speed and convenience. “The message here is obviously that they are super fast with deliveries, and that it’s as fast as a jet ski,” Bremmer said, acknowledging the playful marketing approach.
A Fun, Yet Practical, Campaign
As the jet ski deliveries continue to gain attention, questions remain about the feasibility of rolling out this service on a larger scale. Would it work at all beaches, or would it be restricted to certain locations? Could it be expanded to include other summer destinations like Muizenberg or Strandfontein?
While some question the logistics and practicality of using jet skis for grocery deliveries, others are simply enjoying the novelty of it. With Checkers showing that they’re willing to explore unconventional methods to stand out in the competitive retail market, the jet ski campaign has definitely made waves, both online and in the water.
