It's an above-the-line no-brainer. Premium porridge peddler Mornflake has announced a tie-up with Sir Cameron Mackintosh's West End hit Oliver!.

Admittedly, the urchin's bowl of oats probably wasn't premium but it was most certainly organic (a Mornflake speciality).

This could be the start of some beautiful marketing marriages. There's already a musical with a WKD side. And how about WD40 and Chitty Chitty Bang Bang? Or maybe even Phantom of the Opera and Clearasil...