In a marketplace where consumers are constantly looking for greater value from every rand spent, one rewards programme is accelerating ahead of the competition.
BP Rewards, the proprietary loyalty programme from bp Southern Africa (bpSA), has been recognised as the Best Loyalty Programme in Africa in the Fuel category at the inaugural African Loyalty Awards 2025/26. The achievement marks a significant milestone for a programme that has been on the market for just over a year.
Launched in 2024, BP Rewards has quickly established itself as a major player in South Africa’s loyalty landscape. Within its first year, the programme achieved a seven percentage-point market share gain and returned more than $7 million in cashback rewards to customers, demonstrating the growing demand for practical rewards that deliver tangible value.
The African Loyalty Awards, sponsored by global loyalty consultancy Truth and the African Loyalty Association, celebrate excellence in customer engagement across the continent. Winners are selected by a panel of loyalty and customer relationship management professionals representing multiple industries.
According to the judging panel, BP Rewards stood out for its ability to create meaningful value for customers through everyday spending.
“bpSA’s new rewards programme clearly demonstrates tangible value for customers, showing how effectively the programme converts everyday savings into meaningful loyalty,” noted the judges.
The accolades did not stop there.
bpSA also secured the award for Best Partnership of the Year in Africa for its longstanding collaboration with Pick n Pay Smart Shopper. The partnership made history when it launched in 2018 as the first dual fuel-and-grocer rewards programme of its kind.
That relationship received renewed recognition following the introduction of the innovative “Swipe Swipe” mechanic in 2024. The feature allows customers to use both their BP Rewards and Smart Shopper cards together, unlocking additional rewards while creating greater value across both brands.
The judges praised the initiative for turning a potential challenge into a unique customer benefit, describing it as an approach that transformed a potential customer friction point into an engaging and differentiating feature.
Further reinforcing its success, BP Rewards also received a highly commended recognition in the category of Best Long-Term Loyalty Programme of the Year: Southern Africa.
For bpSA, the awards reflect a broader commitment to innovation and customer experience in an increasingly competitive market.
Pride Mnene Hlungwani, Marketing Manager at bpSA, said the recognition highlights the growing momentum behind the company’s customer proposition.
“These awards are a tribute to the success of the BP Rewards programme and bpSA’s longstanding partnership with Pick ‘n Pay Smart Shopper. Our teams, together with our growing pool of loyalty partners, continue to push boundaries in customer loyalty and innovation, helping bpSA to stand out in a highly competitive and evolving marketplace.”
As businesses across Africa compete for customer attention and loyalty, BP Rewards is demonstrating that success is not simply about offering rewards. It is about creating experiences that make every purchase feel more rewarding.
With industry recognition now backing its rapid growth, BP Rewards is setting a new benchmark for how fuel retailers can build lasting relationships with customers while delivering real-world value every step of the journey.
