Fifi Box hits back over Kmart ad backlash

FOX 101.9 breakfast radio host Fifi Box has hit back at claims she doesn't shop at Kmart, following a questionably received partnership with the retail giant.

Box, who co-hosts the Fifi, Fev & Nick show, copped something of a roasting online, when she teamed up with fellow radio host, Carrie Bickmore, for the campaign.

Many ended accusing the pair of being “rookies” who rarely, if ever, shop there.

Shared across the Carrie & Tommy Show and Fifi, Fev & Nick Show Instagram pages, the video sees the besties on the hunt for affordable home decor. But eagle-eyed fans were quick to call out a glaring detail – the pairs' lack of a trolley - that, for many, proved they’re not exactly regulars at the retail giant.

Carrie Bickmore and Fifi Box.

Clearly taking umbrage with the accusation that she was not a frequent Kmart shopper, Box took the comments to task on her breakfast show this morning - along with a little help from her co-host Brendan Fevola.

In the segment, Fevola tells Box that "she's been roasted" before adding that he knows she loves shopping there. To prove it, the team went back into the show's history to detail all the times the mother-of-two has mentioned Kmart.

It turns out that since 2022, she's mentioned the show at least seven times in off-the-cuff circumstances. Box herself even jumped in adding that she is "genuinely at Kmart - minimum three times a week".

The crew then went on to encourage Melbourne listeners to call in if they've ever spotted Box in a Kmart, and they weren't disappointed, with several listeners saying they've seen the radio star more than once.

One caller even turned out to be a Kmart employee and confirmed to the crew that he regularly sees Box in his Richmond store.

"Malcom, you work at Kmart," Box announced before asking the caller "how many times have you seen me there?"

The reply? Too many times to count.

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