South African citrus and table grape producer, marketer and distributer EKM Exports has confirmed a new addition to its lineup in the shape of national cricket captain AB De Villiers, the world's leading one-day international (ODI) batsman and the new record holder for the fastest ever ODI century.
Following an initial agreement in November last year, EKM and AB De Villiers have been working alongside each other to promote the company's citrus brand, GOGO Fruit South Africa.
“The idea to make use of AB as the face of GOGO came very progressively and very naturally,” says Eben Kruger, managing director of EKM Exports and the GOGO Group. “Despite his astonishing achievements, AB is very humble, he takes care of his health and of his family. I couldn’t think of anyone to better represent South Africa, and to represent healthy food products.”
EKM Exports will be exhibiting at Fruit Logistica Berlin this year for the first time to market the GOGO Citrus Brand – the GOGO Range is EKM’s premium product range sold in markets around the globe.
The company’s decision to exhibit at the world’s largest fresh produce event called for 'dramatic marketing efforts and brand strategy considerations', according to the group, one of which was the decision for AB to spearhead the new campaign.
The global campaign aims to create brand awareness for GOGO and EKM in markets where cricket is the most popular sport. This is in line with the company’s plans to expand into India and the Indian subcontinent as a whole.
