Cater-pulting Aldi’s Cuthbert from 40,000ft in world first caterpillar charity skydive!

Following a ‘feud’ with rival M&S in April 2021, Aldi’s unassuming Cuthbert the Caterpillar found himself at the centre of global media attention. Having already dominated the headlines, the challenge to Clarion, was to gain a second wave of impactful media coverage for his return on shelf (move over Colin!).  Clarion cater-pulted to the rescue, proposing to take Cuthbert to new heights – quite literally! – to mark his ‘freedom’ in a world first caterpillar cake skydive – giving the media another excuse to talk about the now most famous chocolate caterpillar!

Working with technical whizz’s, Sent into Space, Clarion launched the nation’s favourite chocolatey lovebug from a dizzying altitude of 40,000ft. Cuthbert wasn’t doing this for fun though – going up to speeds of 50mph, he was raising money for the Teenage Cancer Trust, with his own JustGiving page to boot, reaching over £5,000 in sponsors for his heroic challenge.

The team achieved over 160 pieces of consumer coverage (and still counting), hitting almost every national paper including a full page in the Daily Mirror. What’s more, the team had Heart Breakfast presenters Jamie Theakston and Amanda Holden (an M&S ambassador – awks!) talking about it across the whole Heart Radio network. This included a mention of Cuthbert being ‘back in stores’… and live on air noting ‘this idea is wonderful’.