Free-from food brand Creative Nature was founded by anaphylaxis and allergy sufferer Julianne Ponan, offering a range of superfood, baking and snack products that are free from the top 14 allergens.

Avant was brought on board to raise awareness and build positive messaging around the range and free from foods in general, helping to make them more accessible and highlighting their importance in a society where up to 12% of people are reportedly affected by food allergies and intolerances.

Our Work

What We Did

The agency executed a national media campaign that positioned Creative Nature’s range as easy and on-the-go options safe for allergy sufferers without compromising on taste, allowing this market access to products in categories such as snacking and baking that would have previously been difficult for them to navigate, whilst also appealing to those without dietary requirements.

Avant’s press campaign focused on increasing awareness and thus, accessibility, through a broad range of features in consumer and trade media, spanning food news, recipes, health pages, focus on allergies and intolerances, and profiles on Julianne and her back story. The team also tapped into foodie trends and viral moments including the popularity of banana bread during 2020’s lockdown, which led to increased sales of Creative Nature’s banana bread baking mix, as well as trending TikTok recipes such as mug cakes and smoothie bowls.

The Stats


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Results included over 60 pieces of national coverage across publications such as the Daily Express, Independent, Daily Mail Online, Daily Mirror, Evening Standard, The Sun, Cosmopolitan and Stylist as well as food focused titles including The Grocer and Plantbased. Avant handled the press launch for five new products including Gnawbles share bags, Pancake and Waffle Mix, and Carrot Cake Mix, while Creative Nature secured seven new stockists and listings during the course of their campaign.