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 skydivegiving 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’.