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22 Apr 2021

Maybe* investigate how Aldi used their #freecuthbert campaign to drive social media engagement and brand sentiment.

22 Apr 2021

Total online job ads hit 100% of their February 2020 average level, a rise of three percentage points from a week earlier. If you're looking to take on new staff look no further than the ACT job...

22 Apr 2021

Members of the IRC and wider retail industry comes together to tackle verbal and physical abuse against shopworkers  


14 Apr 2021

Maybe* take a look at how two independent businesses have used social media tactics to drive their businesses forwards.

14 Apr 2021

High streets across England and Wales have witnessed an immediate comeback in footfall as non-essential retailers reopened on Monday for the first time in over three months.

13 Apr 2021

The DfT has announced £18 million for Bikeability cycling proficiency training scheme, which fits in well with Local Bike Shop Day's aims of encouraging children to cycle back to school

9 Apr 2021

The APPGCW's e-scooter trials meeting will take place on 23rd April, and the special event with Jeremy Vine, Isabel Hardman and Peter Walker about their recent book releases will be on 29th...

8 Apr 2021

The latest UK economic data has been significantly better than expected; check out key insights from the new research.

7 Apr 2021

Despite warnings from leading industry bodies the MHCLG have now confirmed that the simplified planning process for retail to residential conversions will be going ahead

7 Apr 2021

Maybe* take a look at how two independent businesses have used social media tactics to drive their businesses forwards.

How Aldi's social media is rallying customers against competitors

Posted on in Business News , Cycles News , Creative News

Aldi'sCake 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.

#freecuthbert

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.

 

What impact has #Freecuthbert had on Aldi's social media engagement?

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.

 

Key takeaways

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. 

 

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