Naturelly Brilliant for Aliens & Earthlings by Oscar Murray

Meet Oscar Murray.

Oscar Murray is the Chief Imagination Officer (CIO) at Naturelly. The space loving 7-year-old, (he was only 6 when he started), beat off hundreds of applicants for the role.

He won our competition to become the CIO after submitting a short video online, which was judged by the public on the Naturelly Facebook Page.

Oscar, who wants to be a space food blogger and critic when he grows up now plays a key part in the decision-making process on big issues such as; flavour tasting, video animation and new formats.

As part of his role, he was asked to create a script for a new Naturelly advert that he then directed.


It’s jelly good fun and you can watch Oscar’s video

“Naturelly Brilliant for Aliens & Earthlings”

here on YouTube or here on twitter.


The idea of recruiting a Chief Imagination Officer and turning it into a competition was playfully imagined in order for us – The Naturelly Family, to understand more about what our target audience (children aged under 10) want and desire. We wanted to able to ask children and their parents for advice from time to time while remaining true to our core values of being playful, imaginative and active.

Our brand purpose is to inspire parents and their children to enjoy natural fun through imagination and / or active play and this idea ticked all the boxes.



It initially started with children applying for the role by describing, writing or drawing what they wanted to do when they grew up. Three finalists were short-listed and were then asked to create a 20 second video presenting their dream job.

Oscar Murray thought Naturelly was like space food and believed that Tim Peake should tell all the children in the world about Naturelly. In his video, Oscar wore a space helmet (obviously!) and drew the international space station. Eden Strickland and Alex Jones, the other two finalists, created something equally as brilliant.

The entries were so good that the Judges (which included ex-Apprentice star Rebecca Jeffrey) couldn’t choose a winner, so they turned to Facebook and by turning it into a bit of a game, asked fans of Naturelly, the children’s parents, friends and family to vote on who should win.

Each video was uploaded to Facebook separately with a call to action. A like equalled 1 point, a comment 2 points and a share of the video equalled 3 points. This encouraged engagement and also brand awareness, with each video averaging an organic reach of over 30,000 from 3000 combined shares!

Oscar was voted the winner and he is definitely a star in the making. His imagination, confidence and presentation skills blew many of our friends, fans and customers away.

Amazingly, Oscar Murray and his story then appeared full page in two local Leicestershire newspapers (free and paid) and was interviewed on BBC Radio Leicester, which was fantastic for him and of course also great publicity for the brand.



If you are new to Naturelly, we’re a multi-award winning, fun & fruity, juicy jelly treat with no added sugar or sweeteners, that’s only 36 kcal per 100g pouch with 100% RDI of immune boosting vitamin C. Approved by the Vegetarian / Vegan and coeliac societies, Naturelly was the Platinum winner for Best Children’s Dessert in the Loved by Parent Awards 2017 and Gold for Best Children’s Snack in the Loved by Children Awards 2017. Also, a % of our profits from every pouch sold goes to the charity Hope for Children.

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