The Traitors Newsjacks

BBC's The Traitors had everyone cloak and dagger this January. Ahead of last week's final, the clever newsjacking team at Clarion took the opportunity to use the popular TV show to drive coverage for our clients - starting with Aldi. 

Confusion swept across the nation as a number of Colin the Caterpillars, a Marks and Spencer staple, started appearing in Aldi supermarkets, donning an extra accessory - a Traitors cloak.

It didn't take long for images of the caterpillar cakes to go viral and Brits seemed tickled by the cameos, with one commenting: "Sometimes I love this country and things like this are why."

When quizzed by LADbible on the appearance, our response seemed to amuse the journalist just as much: "As big fans of The Traitors, we did recognise the cloaks but cannot comment on whether we think this to be suitable attire for a caterpillar of his nature. But if the cloak fits..." In addition to LADbible, the story landed over 100 articles, including Mail Online. 

But the fun didn't stop there. We also leveraged the hype around the stunning Scottish setting of The Traitors, to deliver of-the-moment coverage for our client, tour company, Evan Evans.

After spotting Scotland-wide searches on the Evan Evans website had risen over 27%, we packaged it up into a release on the 'Traitors effect' - something not just regional but national titles found interesting too. Cue reams of brand coverage and back-links to the Evan Evans website. 

Now, it that's not a Faithful team delivering results, we're not sure what is.