Celia Imrie’s infamous Celebrity Traitors moment became the surprise talking point of Sunday’s TV Baftas, with the incident being mentioned by host Greg Davies, comedian Alan Carr and even a bemused Seth Rogen.

The mega-hit BBC show was up for three awards at the annual bash, but as Inbetweeners star Davies lightheartedly noted, Imrie’s hilarious moment, when she broke wind during one of the challenges, was not up for an award.

“I was a little surprised there’s one thing that wasn’t nominated for TV moment of the year,” the comic joked. “And Celia, you can relax. I’m not talking about you. Relax. I mean, I say relax, but not too much obviously.” The cameras then cut to Imrie, who was cracking up in the crowd.

The moment Davies had wanted to see recognition for was Mark “The Beast” Labbett’s appearance on Celebs Go Dating.

“The man tried to drink a candle, you understand?” Davies said. “Why aren’t we celebrating that?”

Imrie later appeared on stage to present an award alongside her Traitors co-star Nick Mohammed, making her own joke about flatulence.

“Just before The Celebrity Traitors was aired, I received a present in the shape of a brown paper parcel,” she said. “Inside was a lovely red satin box tied up with a velvet ribbon. It was the shape of a can and it had a turquoise label and black writing.

“I didn’t understand the relevance, then I looked again and it was a tin of baked beans.”

Imrie’s fart also got a mention later in the ceremony, as Seth Rogen won the International prize for his satirical comedy The Studio.

Addressing the star, the baffled US actor said: “I assume this woman in the green dress is a very skilled and talented woman… all I know is that she farted on a reality show.”

“I’m interested in your other work now,” Rogen added, as the audience howled with laughter. “What else have you done?”

Celebrity Traitors winner Carr also spoke about what is fast becoming the most famous fart on TV, as he accepted his award for Most Memorable Moment, aka winning the reality show.

Imrie managed to outlast most of her fellow Traitors contestants in the inaugural celebrity series, before being brutally murdered by the two remaining Traitors – Cat Burns and Carr – in the penultimate episode.

It was in the third episode that Imrie really cemented her national treasure status, though, by stealing the show when she farted during the tense build-up to one of the challenges.

“What just happened?” presenter Winkleman said. “I just farted, Claudia. It’s nerves, but I always own up,” Imrie replied, sparking belly laughs from her fellow players. “I always own up too,” added a delighted Winkleman.

The Celebrity Traitors won two accolades at Sunday’s ceremony: Best Reality and Most Memorable TV Moment for Carr’s shock win.