Rap beef? Beef rap!

There is no more credible sign that hip-hop has taken over popular culture than the fact that rap is now considered a serious marketing tool for just about every brand you can think of.

No longer confined to any ghetto, hip hop is pretty much as mainstream as it gets – and it doesn’t necessarily have much to do with the music industry.

That’s where the people are at these days, though, so it makes sense.

Check out the rhymes on the Cambridge Food anthem, yo!

What distinguishes the fire bars on this commercial rap classic is that the rapper involved was an actual Cambridge Food employee who wrote the track and brought his idea for a supermarket rap tour de force to his company and made it work. The result is a flow unrivalled in corporate rap. Hate all you like, but I say Cambridge, you say food. Cambridge! Food! Cambridge Food!

Irresistible, right!



Writer for television, print and digital, corporate and editorial. Editor and writer of books. Musical performance, spoken word as Inspector Ras. Guitar/vocals for The Near Misses, (Worst Band In JoburgTM). The last whitey at umsebenzi. Latest book 415 Action-Packed Neighbourhood Marketing Tips with Basil O'Hagan, out now. @hagenengler

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