# Entrepreneur-Celebrating Grocer Ads Shoprite Hustle is Shoprite's Entrepreneurship Initiative By Jana Pijak | Published 2019-01-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shoprite-hustle References: [youtube](https://www.youtube.com/watch?v=M68Brde-pI4) & [hustle.shoprite.co.za](https://hustle.shoprite.co.za/) [Shoprite](https://www.trendhunter.com/trends/shoprite-1) Hustle is an [entrepreneurship initiative](https://www.trendhunter.com/trends/brands-with-heart) ran last year by the South African grocery chain. Starring Nini Jerman -- founder of chocolate brand Winston & Julia -- this commercial spotlights the independent company's brand ethos and gives viewers the inspiration behind its name, one that pays home to Jerman's two children. Named "Entrepreneur of the Month" for the month of October 2018 after entering Shoprite's online competition, Jerman dives into her [signature chocolate-making process](https://www.trendhunter.com/trends/kabalagala-clusters) and describes how her packaging is inspired by local South African art. She also notes that her sweet recipes are low in sugar, making them healthy and delicious at the same time. Being just one of the retailer's 12 success story segments, this commercial aims to give entrepreneurs a larger platform for exposure and features local business owners creating everything from food to organic skincare. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 17% | Activity: 69% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Entrepreneurship Initiatives:** Grocery chains are launching entrepreneurship initiatives to promote and support local businesses. - **Celebrating Independent Companies:** Companies are creating advertisements that spotlight independent businesses and their brand ethos. - **Promoting Local Businesses:** Retailers are providing a larger platform for exposure to local business owners in various industries. ### Industries Being Reshaped - **Grocery Retail:** Grocery retailers are embracing entrepreneurship initiatives to highlight local products and brands. - **Food and Beverage:** The food and beverage industry can benefit from advertisements that showcase independent businesses and their unique products. - **Skincare and Wellness:** The skincare and wellness industry has the opportunity to collaborate with local businesses and leverage their products for a wider audience. ## Related on Trend Hunter - [Local Shop Portrait Campaigns](https://www.trendhunter.com/trends/bosses-campaign.md) - [South African Delivery Launches](https://www.trendhunter.com/trends/shoprite-1.md) - [Food Entrepreneurship Programs](https://www.trendhunter.com/trends/youth-entrepreneurship-platform.md) - [African-Style Flavor Brands](https://www.trendhunter.com/trends/hapi-african-gourmet.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [Educational Chocolate Campaigns](https://www.trendhunter.com/trends/ritter-sport-colorful-world-of-chocolate.md) - [Fan-Made Merch Stores](https://www.trendhunter.com/trends/the-wonder-shop.md) - [Entrepreneur-Created Ice Cream Favors](https://www.trendhunter.com/trends/sweet-mango-memories.md) - [Creator-Celebrating Campaigns](https://www.trendhunter.com/trends/frito-lay-my-joy.md)