Pick n Pay wants to position itself as central to shoppers' lives and everyday choices. How you pick influences the quality of your experience. Pick n Pay offers informed choice and value to help the shopper feel that she's chosen well on various levels. The Piki song is the vernacular version of 'Eeny, meany, miny, mo', which reinforces the idea of lifestyle options and picking well. This generic message was further supported with a campaign of specific offers and deals to substantiate the overall positioning.