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5 Aug 2021

Now in its ninth year, Cycle to Work Day is the UK's leading one-day commuting event. The idea is simple - to  celebrate everyday cycling.

5 Aug 2021

Part 2 of the summer series looks at how the ACT works closely with the Independent Retailers Confederation (IRC) to become even more influential in meeting the needs of independent retail.

4 Aug 2021

Whether you ride foWhether you ride for pleasure, sport or just to get from A to B, join Cycling UK for free insurance, legal cover and more.

29 Jul 2021

Part 1 of the ACT summer series looks at the rapid expansion of Cytech in the UK.

29 Jul 2021

Social media is a busy world, and the past week has been no different. Maybe* have pulled together some of the top, recent headlines. Read on to discover the Olympiad emojis and live stream...

29 Jul 2021

The IRC are seeking urgent input from members impacted by the rule changes  on 1st Julyto provide us with valuable information we can present to Government.

23 Jul 2021

Get involved early with one of the latest innovations in indoor cycling

22 Jul 2021

During the Maybe* monthly masterclass you'll discover each month which bike shops have had the most social media engagement and why - catch up on last week's now.

21 Jul 2021

The ACT plans to engage with the DfTon this plan to support its development and implementation. as well as disussing opportunities that it may present for the cycling industry.

21 Jul 2021

The report announces a new National High Streets Day to celebrate clean streets, the extension of pavement licence measures for a further 12 months and a £150m Community Ownership Fund...

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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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