Creative Nature
The allergen-free brand has become the first small business of its type to be selected as a promotional partner with a major feature film.
The Surrey-based producer is working in partnership with Roald Dahl’s Matilda the Musical – released in the UK on 25 November. Alisha Weir plays Matilda Wormwood, the bright young girl who uses her brilliant mind to protect herself and her friends against the bullying headteacher Miss Trunchball (Emma Thompson) and her uncaring parents (played by Andrea Riseborough and Stephen Graham).
Dahl’s imagination has inspired millions around the world, and Creative Nature are coinciding this partnership with a re-imagining of it popular Gnawbles range, launching Magibles in its place.
“This is an amazing opportunity for Creative Nature to be selected as a promotional partner for a major feature film,” said Julianne Ponan, CEO of Creative Nature.
“We’re humbled to be chosen to be part of Roald Dahl’s Matilda the Musical, which was inspired by the hugely successful stage show. It’s a dream come true for a challenger brand like ours.
“It also enables me to highlight the challenges faced by people who have allergies and serious intolerances. We can often feel overlooked, isolated, and different to others as we have to watch what we eat and drink on a daily basis – even in a cinema! So, in a funny way, we feel ‘different’ just like the character of Matilda herself.”
As part of the promotional campaign, all packets of Magibles will show movie branding, which fans can use to take part in a competition to win a magical break to New York.
The prize for two adults and two children includes a three-night stay in the Big Apple, a recording experience at a studio, a toy store shopping spree and a tour of the New York Library. All flights, transfers and accommodation are included.
“We’re delighted to be partnering with Creative Nature on this very special movie,” said Peter Staines, director of Partnerships and Promotions at Sony Pictures Releasing, UK.
“Roald Dahl’s Matilda the Musical is sure to delight families across the UK, and Creative Nature’s allergen-free products help to ensure that all families are catered for, something I’m sure that the iconic character of Matilda would be proud of .”
Creative Nature is also rolling out a bus ad campaign in the Brighton & Hove area, an event in London and promotion across its social media.
