Rockit has announced a new brand ambassador partnership with Wang Yibo, one of China's most influential celebrities.
The announcement represented Rockit’s ambition, scale and long-term commitment to growth in China as Wang Yibo is one of the most recognisable figures in the country.
The all-round actor, singer, dancer, road motorcycle racer, and race car driver is best known for hosting the 2024 Chinese outdoor exploration series, Exploring the Unknown with Wang Yibo.
He has also partnered with some of the world’s biggest brands, including CHANEL and Lacoste and has been widely regarded as one of the most commercially valuable entertainers in China.
From Wednesday, the 20th of May, Yibo will help raise awareness of Rockit's premium New Zealand-grown apples in China, through a high-profile campaign spanning multiple key channels.
This partnership builds on Rockit’s existing marketing strategy to grow consumer demand while continuing to strengthen long-term brand equity. It will see Rockit focus on expanding awareness, accelerating consumer trial, and building lasting loyalty in key markets such as China, where there is a significant opportunity to further grow brand awareness among premium fruit consumers.
Rockit Global CEO Grant McBeath said the organisation is thrilled to be partnering with Yibo.
“Partnering with a brand ambassador of Yibo’s calibre provides a powerful way to reach new audiences at scale, encourage first-time purchase, and continue building a broader and more loyal consumer base over time,” he said.
“Trial is one of the most important drivers of growth for Rockit. When consumers try our apples, they tend to come back, with around 80 percent of consumers going on to repurchase. Yibo’s scale and influence provide a powerful platform to expand brand awareness and reach new consumers at pace.”
McBeath added that the partnership is a huge coup for any brand, let alone one from a small market like New Zealand. He mentioned that Yibo is highly selective about the brands he partners with, typically aligning with aspirational names.
“Our partnership with Yibo is a natural fit; he is active, adventurous, and health-conscious - values which closely align with Rockit. Yibo represents everything Rockit stands for - energy, ambition, and a passion for doing things differently,” he added.
“He pursues excellence across multiple disciplines, whether that's on-screen, on stage, or on a race track, and we couldn't think of a better person to bring the Rockit story to consumers in China.”
The partnership is a key pillar of Rockit's global growth strategy, which aims to drive awareness and demand for Rockit apples worldwide.
