Search News

Results: 61-70 of 1048


Start again

23 Oct 2023

Family-run Bristol sandwich shop Sandwich Sandwich has been named best in the UK at the UberEats awards.

23 Oct 2023

Convenience stores are set to be part of a testing programme for the UK’s first digital proof of age card.

23 Oct 2023

“Game-changing” facial recognition technology is targeting prolific retail criminals, including shoplifters.

10 Oct 2023

British Independent Retail Association (Bira) acknowledges the Government's investment in towns across the UK.
 

9 Oct 2023

Policing minister Chris Philp has encouraged shop workers to make ‘citizen’s arrests’ on shoplifters, a message branded as ‘dangerous and irresponsible’  by...

9 Oct 2023

A group of independent traders in Budleigh Salterton have started a campaign to attract more shoppers.

9 Oct 2023

New research from Square and Clearpay indicates consumer confidence is rising, with 72% of consumers planning to spend more or the same this coming holiday season compared to last year,...

9 Oct 2023

Miriam Margolyes, Richard Armitage and Tomi Oyemakinde will be among the authors headlining events at this year’s Bookshop Day taking place this Saturday 14th October.

4 Oct 2023

Shop owners have called on the Home Secretary to specifically outlaw attacks on retail workers.

4 Oct 2023

From the start of October, bans and restrictions on single-use plastic cutlery, polystyrene cups and food containers, single-use balloon sticks and certain types of polystyrene cups and...

Back to news menu

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. 

 

Get started with Maybe*

 

Back to news menu

Useful links

If you have any other queries please contact us.