Cutting Shapes & Aldi Cuthbert Cake: Clarion Gets The Media ‘Raving’ About Hilda’s 105th

Everyone loves a feel-good story and so when we heard about Holbrook Hall care home resident Hilda Jackson's unconventional 105th birthday wish – a full-blown rave – we knew we had to get involved. Thanks to a clever piece of newsjacking from our team, and the incredible support of Aldi, her dream became a vibrant reality this week.

We spotted the viral buzz around Hilda’s wish and immediately saw an opportunity for Aldi to step in and create an unforgettable experience with its amazing array of party supplies. What began as a simple request for birthday cards transformed into a full-scale rave, complete with glowsticks, a live set from legendary DJ Bru-C, and a feast fit for a rave queen – all generously provided by Aldi.

It was truly heartwarming to see more than 100 care home residents and staff join Hilda on the dance floor – including some of our very own team, celebrating a life that has spanned over a century, including her service during WWII. 

Managing Partner at Clarion Communications, Clare Sutton spoke on the event: "When we learned of Hilda's wish to celebrate her 105th birthday with a rave, we saw a unique opportunity to make her dream come true. Collaborating with Aldi, we transformed a simple birthday card request into an unforgettable event. We’re so pleased we could help bring this day together for not only her, but for her resident friends and family – what a night!"

This extraordinary birthday celebration has generated widespread national media attention, not to mention positive social media engagement – and counting! – A raving success all around showcasing Aldi's fun personality and supermarket offering as well as Clarion's ability to create impactful newsjacking opportunities at the drop of a mic, or hat.