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15 Jun 2021

Rishi Sunak has rejected business demands for an extension of the furlough scheme and business rates relief, despite a four-week delay in the easing of Covid-19 restrictions now set for 19 July.

12 Jun 2021

Hubtiger, the software developed for bike shops has launched its latest feature to help increase income of the bike shops.

10 Jun 2021

During the Maybe* Masterclass you'll discover each month which Bike shops have had the most social media engagement and why. but we want to find a time that suits you the best. Let us know...

10 Jun 2021

The FCA have announced that they have extended the deadline for implementing Strong Customer Authentication (SCA) for e-commerce transactions to 14 March 2022.

10 Jun 2021

The HomeOffice has asked businesses to take part in the Commercial Victimisation Survey (CVS)- an important survey on the nature, extent and cost of crimes against businesses in England and...

10 Jun 2021

Maybe* has profiled the social media performance of the ACT Gold and Silver members to compile the top 10 by social media performance

8 Jun 2021

Cycling UK today launches the Big Bike Revival, an initiative that will fix bikes for free and aims to get thousands more people cycling for everyday journeys. The programme is being delivered...

2 Jun 2021

The campaign's organisers are asking the public to "pledge a few pounds" to independent retailers across the weekend

1 Jun 2021

The Together for our Planet campaign encourages small businesses to pledge to cut their emissions to net zero by 2050 or sooner, while helping them grow, adapt and seize new opportunities.

28 May 2021

The Cycling Marketing Board has united with the ACT and other leading cycle organisations into one powerful voice, with a single mission - to get more people riding bikes, more often.

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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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