Model and businesswoman Katie Price is to front a new campaign for Brazilian melons, as she hopes to raise consumption of the fruit ahead of the London 2012 Olympics beach volleyball event.
The busty star is to appear on a series of prime-time television adverts in a three-year deal worth $214m (£78m).
The campaign, which has been funded by Brazilian company Azulaharvey - a subsidiary of the firm for which Pele advertised viagra in 2005 - hopes to boost consumption of the exotic fruit by 42.3 per cent over three years.
The TV ad, in which Price says: “come gnosh on these melons”, is to be dubbed in Portuguese by veteran actor Ian McShane, TV’s Lovejoy.
The promotional push will also see print ads across a number of esteemed titles including Chat, Cabinet Maker Weekly, The Financial Times and Matchstick Moose Maker Monthly.
Price’s orange-tinted features will appear on point-of-sale materials across all the major retailers, while wholesalers will be given a free promotional inflatable of the model with slots in which to place the melons.
A spokesman for Azulaharvey told freshinfo: “It is excellent for us Brazilians to have such a well-respected and irrepressible figure on board for the campaign.
“Everyone around the world associates Brazil with great beach volleyball, and now they can enjoy melons while they are watching.”
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