Cuthbert's Got A Secret! Clarion & Aldi Make Gender Reveal A Piece Of Cake!

This week, we supported Aldi in launching its limited-edition Gender Reveal Cuthbert Cake; a PR campaign already taking the nation by storm! 

Timed for September's baby boom, this playful twist on the iconic Cuthbert Cake is set to become the ultimate, FREE gender reveal solution for expectant parents. Aldi expected the average gender reveal moment to set them back by anything between £100 and £500 – luckily… Aldi and Clarion provided a solution by running a competition for free as an easy way to win the limited-edition cakes! 

Our strategy honed in on key insights that got people talking: 58% of millennials love gender reveals, and cake is their top choice to reveal the news. Plus, the cheeky revelation that 5% of Brits would even consider naming their child Cuthbert...!

This Gender Reveal Cuthbert Cake has already exploded across social media and press this week. From excited parents-to-be sharing their hopes, to widespread media buzz with hits on Daily Mail, The Sun, Good Housekeeping and Metro, to name a few.

We don’t see this campaign slowing down any time soon as it continues dominating headlines and social feeds later this week, further cementing Cuthbert's legendary status.