Gisborne-based produce company, First Fresh, has announced that Kiwi rugby star and hometown girl Renee Holmes will be the company’s first brand ambassador.
The new two-year deal starts just as the 2024 fruit supply season gets under way.
It is the first ambassadorship agreement for the company as it looks to take its First brand closer to the consumer.
“To have Renee, who is a born-and-bred Gisborne girl, on our team to help us tell our story is fantastic,” First Fresh sales and marketing director Grant Walsh said.
“We partnered with Renee last year for a Persimmon campaign on social media and this proved to be very successful.
“We share common values and the plan now is to take this cooperation even further, which is very exciting.
“The partnership will see Renee represent the brand across a selected group of citrus products throughout the year and continue with persimmons during their season to further increase awareness of First brand fruit.
“Our key goals are to highlight when fruit is available, how best to eat and prepare them and generally showcase the benefits of Gisborne-grown citrus to a wide audience,” Walsh said.
“The campaign will be largely based around social media and will help to create awareness as well as consumption and really highlight the fact that Gisborne is the premier growing region for citrus and persimmons and that First brand products look and taste great.”
Competitions and giveaways will feature throughout the campaign.
“I am really excited to team up with First Fresh . . . to have that connection to my hometown and to help make people aware of the benefits of eating healthy,” Holmes said.
A busy year of rugby for Holmes includes domestic competition and, if selected, the Pacific Four Series test series in May and June and an end-of-year tour to the Northern Hemisphere.
