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Julianne Ponan, CEO of Creative Nature with her re-branded Magibles


TO CELEBRATE the release of Roald Dahl’s Matilda The Musical, top 14 allergen free brand Creative Nature has become the first small business of its type to be selected as a promotional partner with a major feature film.

The team, at the Surrey-based company, are working in partnership with the new film Roald Dahl’s Matilda the Musical, released in the UK on Friday November 25, across its Gnawbles product range over the coming weeks.

Roald Dahl’s imagination has inspired millions around the world, and Creative Nature are coinciding this partnership with a re-imagining of their popular Gnawbles range, launching Magibles in its place. 

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).

Julianne Ponan, CEO of Creative Nature said: “This is an amazing opportunity for Creative Nature to be selected as a promotional partner for a major feature film. 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 ‘Roald Dahl’s Matilda The Musical’ branding and any consumers can use those packets to take part in a competition to win a magical break to New York.

The prize, for up to two adults and two children, will include 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 planning other marketing campaigns to highlight their association with Roald Dahl’s Matilda the Musical. This includes a bus ad campaign in the Brighton & Hove area, an event in London and promotion across their social media.  

Fiona Scott Media Consultancy Swindon

Scott Media

Scott Media is run by a UK-based journalist with more than 20 years' experience in the media - print, radio and television.

6 Gold View, Swindon, Wiltshire, SN5 8GZ

Fiona Scott Media Consultancy
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