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12 Aug 2024

Austrian kid's bike brand, Woom has entered the UK market. Having had success in 30 other countries and sales of over 1 million units, Woom bikes will be distributed by UK trade partners online...

12 Aug 2024

Leading magazine Cycling Weekly has put dozens of helmets to the test and has rounded up what it thinks are the best of the bunch right.

30 Jul 2024

More than £17.5m for the first phase of a major new sustainable transport scheme has been announced by Liverpool City Region's mayor Steve Rotheram.

30 Jul 2024

The widespread popularity of e-bikes and e-scooters means "it is a bit of a wild west out there" in terms of safety, an electric bike shop owner has told the BBC.

30 Jul 2024

A bill announced in the King’s Speech that would address the potential fire risks associated with e-bikes and lithium-ion batteries, has been welcomed.

30 Jul 2024

The new government are being urged to end the previous culture war-based approach to active travel and start investing properly in safe bike routes.
 

30 Jul 2024

An independent bike shop in Stroud recently offered a community bike ride to local people. ACT member The Ark Cycles opened Ark Community Shop Ride to cyclists of all ages and skill levels.

26 Jul 2024

The government’s announcement in the recent King’s Speech regarding e-bike battery safety and the regulation of online marketplaces is a welcome step forward towards improving safety...

18 Jul 2024

Cytech training provider Activate Cycle Academy is to exhibit at the GT Malverns Classic Mountain Bike Festival 2024, an event often described as the “Glastonbury of mountain...

15 Jul 2024

The cycling industry is “ripe” for smart investment, and a renewed wave of merger and acquisition deals, as it looks ahead to a profitable 2025 and “significant” medium...

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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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