5FM’s iconic afternoon drive show host, DJ Fresh, is an official brand ambassador for Mini. He adds the Mini John Cooper Works Countryman to his list of favourite Minis to drive. Although here he is pictured with the quirky Mini Paceman.
Fresh follows Mini’s aspirations of taking the road less travelled. He left his formal career to follow his love of music and began to shape his career at YFM, starting there as a radio presenter. Six years later he had climbed the proverbial career ladder, heading up the breakfast team.
In 2006, he was snatched up by 5FM and began the Fresh Drive. With 33 house albums to his name, DJ Fresh is also well known for his prolific career as a musician, said to have introduced the genre to the masses. “Mini is a non-conformist brand. It’s out of the ordinary. Those that drive a Mini don’t follow trends. They are individuals” said Fresh.
Mini has expressed elation to have such a well-known public figure as a brand ambassador, as he represents out-of-the-box originality. According to Mini this is what the brand is striving for as well.