Maverick cowboy Joe Walters, who stole the show in Sunday’s episode of Dragon’s Den, has appointed Manifest London to handle all PR

Cowboy chooses Manifest London to launch new Texan jerky range following standout pitch of the BBC series.

Maverick cowboy Joe Walters, who stole the show in Sunday’s episode of Dragon’s Den, has appointed Manifest London to handle all UK and international PR. Joe’s appearance on the show resulted in the promise of a £50,000 investment from Peter Jones, although the Texan now plans to launch without the assistance of the ‘Dragon’.

Texas Joe’s founder, Joe Walters commented:
“We want to launch Texas Joe’s with a bang, so we didn’t look any further than assigning Manifest to help us make a noise. These guys have a proven track record in helping to launch brands that are doing something genuinely different, and that definitely meets our brief.”

• After pitching his company in a rhinestone suit and Stetson, Joe had the Dragons competing to invest in his company.
• The renowned entrepreneurs were impressed enough with his quality product, eccentric personality and creative pitch – which included a performance of the song ‘Put that jerky in your mouth’ by Sunday Best’s recording artists Kitty, Daisy and Lewis – that four of the Dragons vied for a share of Joe’s business.
• Manifest has represented maverick brewery BrewDog since June, 2010 and cofounder James Watt is himself an investor in the Texas Joe’s business.
• Since appointing Manifest more than three years ago, the company has become the fastest growing food and drink business in the country, renowned for bold PR campaigns, such as the recent Equity for Punks campaign – allowing beer fans to buy shares in the business directly – which involved the BrewDog cofounders driving an armored tank to the Bank of England.
• The appointment follows a string of new account wins for Manifest London, with the agency netting noodle innovators, Kabuto Noodles, alternative lender, iwoca and cycle safety brand, Hornit in the past three months.