So, you’re a processed foods company with a new range of nuts to promote. But you want to go all guerrilla about it. So, noting how popular these new-fangled blog things are, you decide to launch a “quirky” site Just Nuts About, an “unofficial fanclub that celebrates ‘the cult of Irish celebrity’.”

Somehow, Glenda Gilson seems an appropriate start, so you send out a press release in which you say that your bloggers are “…clearly nutty about the Irish TV Presenter & Model”. You make “limited edition Gilson fan packs”, which include t-shirts (“Just been on a benda with Glenda”) and rabbit on about your salty snacks while you’re at it. On the blog you put a gallery of things they’re “just nuts about”, featuring only pictures of their salty snacks (which, I’m guessing, are pretty much like any salty snack on the market).

However, not everything goes to plan. Comments come in telling you it’s not a real blog, and wondering if Glenda Gilson deserves any more publicity. They go up, but they’re taken down again.

But – and here’s the genius – to ensure top blog-love, you link to some of the silverbacks of Irish blogging, including Twenty, Una, The Chancer, Fatmammycat, Green Ink and, as a catch-all, the Irish Blog Awards.

Isn’t it subtle…

UPDATE: You can read the full press release here:

Press Release

05.03.08

Irish people clearly justnutsabout Glenda

Just been on a benda with Glenda? Us too!

Glenda Gilson has JUST been honoured with her very own ‘Just Nuts About’
unofficial fan club.

Bloggers on \ www.justnutsabout.com,‘ an
unofficial fanclub site that celebrates ‘the cult of Irish celebrity’, are
clearly nutty about the Irish TV Presenter & Model, as they voted to get
Just, Ireland’s newest snack brand, to create special Glenda merchandise.

Limited Edition Gilson Fan Packs are available free at justnutsabout.com
and, include everything needed to create your Gilson shrine. With t-shirts,
Gilson shopping bags, badges, stickers, and drink coasters, Glenda groupies
can deck themselves out Gilson style.

JUST, a brand new range of quality snacks, includes healthily delicious
nuts, fruits and seeds for the Goodness craving times and their equivalent
dripping in scrumptious chocolate and salty Indulgence. JUST gave consumers
the opportunity to choose their favorite Irish idol, and Glenda came up
trumps. To honour and revere ‘The Glenda’, Just has created an drool-worthy
unofficial fan club for the bouncy TV presenter.

Free fan packs can be requested through justnutsabout.com, but are in
limited quantity so act fast.

Loving all the naughty and nice cult favorites of our past and future,
justnutsabout.com is celebrating the vast consortium of things that people
are just nuts about. Check out www.justnutsabout.com, tell us what you’re
just nuts about.

Thinkhouse PR gets the “credit”.