In less than 48 hours after devastating riots and looting ravaged KZN and Gauteng, Shoprite stores were open and trading again.
Also in record time - the supermarket group released this ad - underscoring their commitment to South Africa and its people.
As far as we know, Shoprite is one of South Africa's biggest employers with over 160 oo0 people working for the group.
What's also so striking is just how quiet almost every single other big corporate business has been since the attacks. This ad from Shoprite is an outlier. One wonders if the CEOs of South Africa's biggest brands understand the importance of their voices here? Their elected silence is deafening, especially at a time such as this, a time in which around the world, people are crying out for leadership to step forward and offer hope for the future.
It's going to take more than sleeping on a bridge in Joburg to fix this one.
So far the Shoprite ad has been so well-received that even Facebook has apparently contacted the brand and volunteered to promote the message for nothing on their platform.
Nicely done and impressively nimble for such a massive company. Finally, a South African brand that has the balls to take a stand.