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1 Jul 2021

HM Treasury has launched a consultation on delivering more frequent business rate revaluations in England

1 Jul 2021

The European Parliament and Council have reached a provisional agreementto exclude e-bikes from insurance obligations. It is part of complete set of rules to better protect road accident...

1 Jul 2021

The web and mobile platform, Hubtiger, is offering an exclusive webinar to ACT members to demonstrate how cycle shops can manage all workshop operations in just one app.

30 Jun 2021

Join UK Power Network on 7th July 2021, 14.00-15.00 to hear key findingsfrom the White Van Plan project and how they could collaborate to support SMEs and drive towards a Net Zero future.

30 Jun 2021

With the recent extension to the Strong Customer Authentication (SCA) enforcement date to 14th March 2022, this webinar is aimed at eMerchantsto help them understand the industry approach to...

17 Jun 2021

The Disability Confident scheme supports employers with the tools to make the most of the talents disabled people can bring to the workplace.

17 Jun 2021

Join the Secretary of State for the Department for BEIS, Rt Hon Kwasi Kwarteng MP, for the next in a seriesof live panel discussions on 23rd June at 10:30 AM

16 Jun 2021

The Bank of England have released details about the new polymer £50 note featuring the mathematician Alan Turing.

16 Jun 2021

Multi-factor authentication (MFA) is an extra layer of protection for your account login credentials and business data.

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...

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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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