by Amy RountreeAldi's social media is famed for its playfulness and tongue in cheek banter. Marks and Spencer recently announced that it would be taking Aldi to court over the budget brand's take on its famous Colin the Caterpillar cake. See how Aldi launched their defence via social media with their #freecuthbert campaign, driving social media engagement and brand sentiment.
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Packaging update. #FreeCuthbert pic.twitter.com/XDSnhpvjmj
— Aldi Stores UK (@AldiUK) April 16, 2021
Cuthbert is a caterpillar, and also a cake. He lives on the shelves of Aldi in the bakery aisle. He happens to look a lot like another caterpillar called Colin. Colin is also a cake. He lives on the slightly more refined shelves of Marks and Spencers' bakery aisle. As Colin enjoys what might be perceived as more luxurious residence, his presence at birthday parties has a higher price tag.
Marks and Spencer have alleged breach of IP and Aldi have taken to Twitter to launch their hilarious defence. And actually Marks and Spencer's social data have responded in an equally well humoured way.
Over the course of the last few days Aldi has posted a string of #freecuthbert related tweets which are capturing the public's imagination. They've also called in Caterpillar Cake cousins Cecil, Wiggles, Curly and Clyde, from Waitrose, Sainsburys, Tesco and Asda as back up.
Aldi have approached Marks and Spencer with the offer of a charity donation from the sale of every Cuthbert the Caterpillar cake, including to one of the M&S supported charities, and while M&S are open to dialogue, no one is backing down.
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.@MonopolyUK Do these work? #FreeCuthbert pic.twitter.com/dDrUAMYQt3
— Aldi Stores UK (@AldiUK) April 19, 2021
This is not just any court case, this is... #FreeCuthbert
— Aldi Stores UK (@AldiUK) April 15, 2021
.@waitrose #caterpillarsforcancer https://t.co/8E1b8znilk pic.twitter.com/4Fog1CTqzL
— Aldi Stores UK (@AldiUK) April 20, 2021
Hey @AldiUK we love a charity idea (Colin's been a BIG fundraiser for years). We just want you to use your own character. How about #kevinthecarrotcake ? That idea's on us... and we promise we won't do Keith ?
— M&S (@marksandspencer) April 20, 2021
Aldi's social media engagement has increased by over 10,000% since the #freecuthbert campaign started.
The have only created an additional 69 pieces of content on the week previous, but engagement has gone through the roof.
Aldi is known for its good natured and entertaining social media content and engagement. Legalites and verdicts pending, both brands have handled the social media narrative exceptionally well, though Aldi have the edge. However it pans out, it is heartening to see big brands having fun with each other, and having a public dialogue over an issue which is usually handled stuffily and behind closed doors. Both will benefit from the increased social media engagement, and fingers crossed, charities will benefit too.
