The range of salted and dry-roasted peanuts, called Brazil’s Nuts, will launch next month. They will initially be sold only in pubs, bars and clubs, although there are plans to extend the range into retail early next year.
By reaching the three million listeners tuning into TalkSport every week across the UK, Brazil said he aimed to make Brazil’s Nuts the biggest name in the pub snack market, taking over from brands such as Nobby’s Nuts and Big D.
He told PRWeek: ‘I’ve been thinking about doing this for a long time and we’ve now got a winning formula to make Brazil’s Nuts the number one nut in the UK and, ultimately, in the football hotbeds of Spain, Portugal and Italy.’
Brazil’s Nuts is the brainchild of the TalkSport presenter, branding specialist Kevin O’Sullivan and the entrepreneur behind the Sports Bar & Grill restaurant in London, David Evans.
Seventy Seven won the PR account following a competitive pitch and will promote the brand through to its product launches in 2012.
The PR campaign will target consumer, lifestyle and sports media mainly aimed at the men’s market.
Seventy Seven’s associate director James Hoyle said the brand was ‘a ready-made product for the TalkSport audience’ and the PR campaign would have strong tie-ins with Brazil’s daily radio show.
There will also be a six-week advertising campaign on TalkSport, kicking off on 7 December.
Brazil’s Nuts aims to raise more than £70,000 for the Sir Bobby Robson Foundation during its first year by donating a percentage of its sales revenue to the charity.
The Alan Brazil Sports Breakfast show airs from 6am to 10am every weekday morning.
