Summary
Agency: Clarion Communications
The Challenge
Having already dominated the headlines, following the brand’s #freecuthbert social media campaign, the challenge to Clarion, was to gain a second wave of impactful media coverage for his return on shelf a month later.
The Solution
The solution - Taking Cuthbert to new heights - quite literally! – by marking his ‘freedom’ and ‘back on shelf’ status, in a world first caterpillar cake skydive for charity. With carefully managed asset creation 40,000ft above ground and a JustGiving page to boot, the Cuthbert comeback stunt saw blanket national news coverage as well as M&S’ very own Ambassador, Amanda Holden, talking about (in her words) the ‘wonderful idea’ across the Heart Radio network with her co-host Jamie Theakston.
To ramp up conversation online, we organised creative send outs to famous Aldi fans and influencers who had already engaged in ‘Cuthbert Gate’ back in April. This included bespoke #caterpillersforcancer T-shirts as well as information on his return to spread the news.
The Results
· 168 pieces of consumer coverage including 72 broadcast pieces and inclusion in almost every national paper including a full page in the Daily Mirror
· A total reach of over 60 million
· The blanket regional coverage achieved (across Reach PLC publications) noted ‘Aldi’s post on the return of Cuthbert has been shared almost 7million times in 45 minutes’
· Website searches for Cuthbert were up by 100% on the day the coverage landed
· Over £5,000 raised via the JustGiving page
· Cuthbert cakes sold out nationwide as people flocked to get hold of the Skydiving lovebug.