“Over the past couple of years, Rhodes has experienced incredible growth and change, through a combination of organic growth, innovation and expansion into new categories, and it’s time that the brand reflected this positive change,” says Rhodes Food Group marketing manager Anneli Moolman.
“We believe that OKLB has an uncanny understanding of consumers, and the unique ability to create communication that really resonates with them and, in so doing, actively changing consumer mindsets and behaviour - which is exactly what we require for the brand,” she says.
With a heritage that dates back to 1893 when the original founders of the company pioneered the deciduous fruit processing industry in South Africa, Rhodes Food Group is one of the oldest food producing companies in the country, and currently counts eight primary brands under its umbrella, including the likes of Rhodes, Magpie, Bull Brand, Hazeldene, Magpie and Wilde. It also produces a variety of premium private label product ranges, for select local and international clients, including Woolworths.
At the outset, OKLB will work primarily on the Rhodes brand.
“Over the past couple of years, we have focused on developing our business and brands, but now we need to focus on developing relationships with consumers. We want to connect with them, and we believe that OKLB, with its ability to combine strategic thinking and beautiful story telling, can help us create this connection,” says Moolman.
“The FMCG arena is one of the most exciting categories to play in, and working with the Rhodes brand gives us the opportunity to really spread our wings, not only in terms of working across a wide variety of communication disciplines, but also in terms of speaking to a massive cross-section of our population,” concludes OKLB CEO Felix Kessel.
For more information, visit the
OKLB website.