Media guru Emile Joubert compares the latest Shoprite/Checkers TV advert featuring wine impresario Michael Fridjhon to that supermarket’s embracing of Afrikaans cultural chiskop Nataniël to promote boerewors. Matching food and wine could find them both around the braai, which could have serious comedic potential.

Could this be the start of a media trend? Spar has long used Pretoria palate Tinus van Niekerk as behind-the-shelf consultant while TV celebrity chef and radio sommelier Michael Olivier has performed the same function for Pick ‘n Pay. Is Christian Eedes being courted by Makro? Has Walmart got its eye on Harry Haddon, or is his profile too young and hip for supermarket promoter? Allan Mullins started the trend at Woolworths, even starring as a mafia don in the promotional video of the Parlotones wine sold to Woolies.