“Marketing Woolworths”: KZN Gent Flexing Woolies Groceries in His Fridge Leaves Mzansi Divided
- A KwaZulu-Natal man shared a video showing off the Woolworths products he bought and stored in his fridge
- The clip went viral with over 31,000 reactions and 600 comments, but many viewers focused more on the condition of his fridge than the groceries
- South Africans had mixed reactions, with some questioning why he's flexing everyday food items
- Briefly News spoke to financial expert Farook Mohammed on whether shopping at stores like Woolworths for status makes financial sense
Source: TikTok
A KwaZulu-Natal man has divided South Africans after sharing a video of the Woolworths groceries he bought and stored in his fridge. He posted the clip on 25 January 2026 on his TikTok page @owenzitha.co.za28, showing off his premium grocery haul.
In the video, the man opened his fridge and went through the different Woolworths products he had purchased. He started by showing a smoothie from the popular retailer, then moved on to display a carrot cake still in its container. He took the cake out of the fridge to give viewers a better look before putting it back. He also showed milk and fruit juices that he had bought from the upmarket grocery store.
The video was clearly meant to flex that he could afford to shop at Woolworths, which many South Africans view as a premium retailer. Shopping at Woolies isn't just about the quality products, healthy options, and variety the store offers. For many people, there's also a certain status that comes with being able to shop there regularly, especially given how expensive some items can be.
The clip quickly went viral, getting over 31,000 reactions and more than 600 comments. However, the responses weren't quite what the man might have expected. Instead of focusing on his Woolworths groceries, many viewers were distracted by the state of his fridge. Several people joked that he needed to buy a better refrigerator to store his premium food, with some even calling it a cooler box rather than a proper fridge.
Other commenters found it amusing that he was essentially marketing Woolworths products without getting paid for it. Some questioned why he was flexing everyday food items like milk and juice, saying it's just not cool to show off groceries.
Briefly News writer Nerissa Naidoo spoke to financial expert Farook Mohammed about shopping for status rather than value. He said:
“Shopping at premium stores purely for status is not a smart financial move. While these stores often offer quality products, consistently spending more just to appear a certain way can place unnecessary strain on a person’s finances.”
When asked whether it is good from a financial perspective, he said:
“From a financial point of view, spending decisions should be based on affordability and personal priorities, not social pressure. Choosing value over image helps people stay within budget and build long-term financial stability.”
Watch the TikTok clip below:
Mzansi divided over Woolies flex
Social media users shared their thoughts on TikToker @owenzitha.co.za28's video:
@vistarsox said:
"But this fridge is empty ngesikithi."
@zikode164 supported:
"They can never make me hate you👌👆"
@shantationn commented:
"Flexing food is just not cool, bro."
@departmentofsouthafricans defended:
"I've never seen so much hate towards a fridge 😂😂😂. Ya'll have deep anger issues, yho."
@vic joked:
"Marketing Woolworths for free."
@prolenzo laughed:
"😂😂😂Who is laughing with me on a Sunday morning 😂😂😂"
@marshallnkumanda said:
"Buy a nice fridge tsotsi o khiphe leyo cooler box."
@vincentmaps added:
"My brother, buy a fridge. Woolies food doesn't stay in a cooler box, please."
@manlikelu questioned:
"This guy is literally flexing everyday food???"
Source: TikTok
More about Woolworths in South Africa
- Briefly News recently reported on a woman's casual TikTok plug that sparked a shopping frenzy when viewers realised Woolworths gift items were selling at 75% off.
- A South African woman's unconventional 21st birthday outfit from Woolworths sparked widespread amusement online.
- A local social media coach shared her expert take on Curro's new partnership with Woolworths for their tuckshop.
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Proofreading by Roxanne Dos Ramos, copy editor at Briefly.co.za.
Source: Briefly News
Nerissa Naidoo (Human Interest Editor) Nerissa Naidoo is a journalist and editor with seven years of publishing experience, specialising in human-interest features, societal developments, and breaking crime updates for Briefly News. Having worked as a copy editor and content accuracy specialist for international publications like National Today and Entail.ai, Nerissa applies rigorous fact-checking and ethical standards to sensitive news stories, including police updates, community affairs, and public safety reporting. Contact: nerissa.naidoo@briefly.co.za
Farook Mohammed (Visual Artist - Author - Director - Senior Broker) Farook Mohammed is an artist, author, and MIPAD Global Top 100 honouree. A senior broker at SA Gold Coin Exchange and Director of Afro Arabian Empire, he also serves as Deputy Provincial High Commissioner for the Nama Royal House. He blends art, politics, and finance.
