I’ve written about The Traitors before, but as a fan, I had the Celebrity version marked on my calendar the second I heard about it!

The marketing lessons from the show continue to evolve, and this edition has taken them to a whole new level. With high-stakes gameplay, shocking twists, and viral moments, it’s not just captivating audiences, it’s a masterclass in how marketers can harness pop culture for engagement.

The Celebrity Traitors shows how aligning your brand with buzzworthy content can supercharge awareness, especially when that content is as meme-worthy and shareable as this.

The Series is Still On – Week 2 with 3 Weeks to Go!

The celebrity edition is very much live, now in week 2 of its 5-week run. That means the cultural moments, viral content, and brand opportunities are still unfolding. For marketers, this is the perfect moment to jump in before the finale creates even bigger buzz.

TikTok Takes the Castle: Celebrity Skits and Reactions

One of the most fascinating developments this series has seen is how banished or “murdered” celebrities have quickly taken to TikTok to share their reactions. From dramatic reenactments to tongue-in-cheek skits, these videos have given each episode a second life online, extending the show’s reach far beyond the BBC.

For marketers, this is a goldmine. Brands are partnering with influencers to parody castle life, recreate roundtable banishments, or spoof the now-iconic poisoned goblet scenes. The takeaway? Ride the wave of audience-generated buzz and let organic content do some of the heavy lifting.

Brands Jumping on the Bandwagon

Since the series launched, brands have been quick to seize the cultural moment:

• Fashion brands have seen spikes in demand for pieces inspired by Claudia Winkleman’s gothic-meets-chic wardrobe.
• Aldi has jumped on the trend by sharing memes and images from the show across their social media, leveraging viral moments to engage their audience in a playful, culturally relevant way.

Even smaller brands can take inspiration from these examples without huge budgets.

Lessons for Smaller Brands & Businesses

• Ride the Wave of Viral Content - You don’t need a big production—reacting to cultural moments and sharing relevant memes, like Aldi has done, can be enough to grab attention.
• Leverage Relatable, Authentic Moments - Celia Imrie’s nervous fart went viral because it was real. Small businesses can embrace authenticity in their social content, showing the human side of their brand.
• Use Storytelling to Engage - Paloma Faith’s betrayal went viral because of the narrative twist. Small brands can tell short, punchy stories in social posts or email campaigns that surprise or delight audiences
• Collaborate Creatively - TikTok skits and influencer partnerships show that collaboration extends reach. Even small businesses can team up with local creators, micro-influencers, or other brands to amplify content.
• Extend the Universe - Past contestants appearing on companion shows or podcasts keeps them relevant. Similarly, small businesses can re-purpose content across multiple platforms; blog, social, newsletter to maximise reach.

Claudia’s Fringe, Still a Star

Even amid celebrity chaos, Claudia Winkleman’s fringe remains a cultural icon. Brands continue to use her signature look in campaigns; from POV videos to fringe-themed product placements, proving that strong personal branding can amplify marketing opportunities.

Scottish Holidays – Trends That Keep Giving

The castle setting has boosted interest in Scottish travel, with tourism boards and travel brands reporting spikes in bookings. This shows how context and setting in content can spark wider consumer trends.

Previous Contestants Still in the Spotlight

The celebrity edition has reignited interest in past contestants. Many appear on The Traitors: Uncloaked on BBC Two or feature on BBC Sounds podcasts, extending their personal brands and influence.

This ongoing visibility is a reminder that reality TV alumni - and by extension, content creators, can remain relevant long after the cameras stop rolling. Marketers can tap into this extended universe to build long-term engagement.

Final Thoughts

The Celebrity Traitors proves that when reality TV meets cultural zeitgeist, the marketing opportunities are endless.

From viral farts to TikTok betrayals, from castle-inspired trends to branded apparel and Aldi memes, the series offers a blueprint for brands of all sizes: embrace humour, act with agility, be authentic, and don’t be afraid to jump in while the conversation is live.

For marketing support, contact Helen Stott of Marketing Doris