The shopping reward that’s putting millions back into South Africans’ pockets

Bread

Johannesburg – FNB and Boxer are expanding their partnership after the success of their 99c bread initiative, aiming to offer South Africans more savings, rewards and practical financial solutions as households face rising living costs.

Since launching the campaign a month ago, more than 220,000 bread vouchers worth over R2.2 million have been issued, Bizcommunity reported.

The initiative builds on FNB’s affordable bread programme with Pick n Pay, which has distributed more than 7.7 million vouchers worth over R77 million since 2024.

FNB CEO Lytania Johnson said the partnership is focused on helping customers manage financial pressures.

“Many South Africans are making difficult decisions every month about how far their income must stretch,” she said, adding that the partnership is “rooted in listening to our customers… and responding in ways that make a real difference in their everyday lives.”

The expanded collaboration will leverage Boxer’s national store network to introduce additional rewards and value-driven initiatives, particularly in rural and semi-rural communities.

Boxer CEO Marek Masojada said customers want “more than low prices alone”, adding: “By bringing together Boxer’s community reach with FNB’s financial expertise, we are creating solutions that support customers in practical ways while making meaningful savings more accessible.”

According to Daily Investor, the partnership has already generated R73,650 in savings for FNB eBucks customers through the Boxer offering, with further growth expected as more vouchers are redeemed. The bank hopes to replicate the success of its long-running partnership with Pick n Pay, where the 99c bread promotion has helped deliver R600 million in customer savings.

Pick n Pay executive Vincent Viviers said the partnership has driven “double-digit growth of FNB customers coming to Pick n Pay”, while FNB eBucks CEO Pieter Woodhatch said the rewards programme is creating a “positive flywheel” by encouraging customers to return and spend more. He added that the bank wants customers to “feel and taste that value”, saying the goal is to make FNB the primary bank for more South Africans through simple, tangible rewards.

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