As well as Olympic kayaking champions, Matmi is proud to boast world record breaking Pedalo-ing Pirates on the team too! (You don’t have to be mad to work here, but….)

Our intrepid duo, Pete and Matt, join four other crew on a 300 mile journey from Leicester to London – and I take my Captain Jack hat off to them! Pedalling for 12 hours a day with only sleep and food stops, they hope to break their existing (unofficial) world record for the longest pedalo journey from Bristol to London 3 years ago. At the same time, they’re raising money for CAMDA, the Cambridge Mongolia Development Appeal, who provide award-winning natural support for the country’s nomadic communities.

And before you scorn or skip on, here’s your chance to shame Paul Daniels with a modest donation. From his boat called “The Lovely Debbie Magee” with the namesake herself on board, the magician could only conjure up £1 for this worthy cause!!! Pete and Matt are slightly mad, but don’t you think their efforts are worth more than that? You can find them on Just Giving too – do it now or walk the plank!

Pete, Matt – we salute you for dedication to duty in your crazy canal caper. It won’t get you a pay rise, but it’s earned respect (and you can’t buy that). Best of luck from the whole team, Jeff.

Those Seriously Mixed Up Fruit we’ve been working with seem to be having serious effects for Vimto. 101 years old this year and Vimto’s just posted record results as a result of record sales. That’s the kind of good news we like – well done, you guys.

The latest antics of the mischievous Grape, Raspberry and Blackcurrant have also been on the up – quadrupling traffic to Vimto’s new website in their first fortnight. That’s another piece of news we like. Better yet, you can get in on the act (”sweet cheeks”) by clicking on these links to the High Dive game and a very cheeky Vimto electronic greeting card. It’s inevitable that the fruit will blow themselves up or fall to a squishy end to get mushed into Vimto, but it’s funny and who doesn’t fancy a laugh at the moment?

Laugh you may (in fact, you will, I insist!), but because this is Matmi, you know there’s some devilishly clever plan behind it.

· How long will the High Dive game and e-card last? Indefinitely.

· Where are they both linked to? Vimto’s website.

· Can the website be changed without changing the game and e-card? Of course.

· Did they cost a lot to make? Not compared to other traffic generating schemes.

· Do people interact with Vimto’s crazy fruit and brand as a result? You know they do.

· Why’s that important? Because it’s fun and they like it – so they tell other people and spread the word, which spreads the word about Vimto as well.

· The result? Isn’t that where we came in – record sales?

Now I know the brainiacs out there will spot that the High Dive game and e-card came out at about the same time as Vimto’s annual results, so they couldn’t have played a part. This time round. But I know they will next time. How? Because we’ve done it before and I think we’re getting the hang of it.

What d’you think, Lily Allen, Iron Maiden, Cancer Research, Monster Pinball, Comic Relief? Nuff said.

Happy High Diving – send me an e-card at jeff@matmi.com to let me know if you beat my score (which you probably will J). Enjoy, Jeff.