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Best Small Shops nominee Pennine Cycles once again commended with award

7 May 2021

Pennine Cycles, shortlisted last year for two awards in the Best Small Shops competition, have now been nominated in the BikeBiz Awards

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Government Supports Amendment to Introduce Cashback Without Purchase

5 May 2021

The Government has agreed an amendment to the Financial Services Bill which will enable shops to offer cashback to customers without making a purchase.
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Free Whitepaper: How the retail sector can survive and thrive post-pandemic

29 Apr 2021

Armed with research data from Maybe*, a panel of retail industry expertshave collaborated to create this whitepaper with one goal - to help businesses thrive in this new era of uncertainty.... Read more…

Bank of England provide free training materials for checking bank notes

28 Apr 2021

The Bank of England has released free training materials for retailers with the aim of refreshing awareness of how to check banknotes.
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Single Use Carrier Bag Charge changes in England no longer coming into force as expected

27 Apr 2021

Defra has just confirmed that the amendments to the Single Use Carrier Bags Charges (England) Order 2015 will not be coming into force on 30th April 2021 as... Read more…

Welsh Election Party Manifesto Briefings

26 Apr 2021

A summary of what each party's manifesto will mean for small shops ahead of the Welsh Parliamentary elections on 6th May.
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Scottish Election Party Manifesto Briefings

23 Apr 2021

A summary of what each party's manifesto will mean for small shops ahead of the Scottish Parliamentary elections on 6th May.
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How Aldi's social media is rallying customers against competitors

22 Apr 2021

Maybe* investigate how Aldi used their #freecuthbert campaign to drive social media engagement and brand sentiment.
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400 shopworkers abused everyday as customers urged to "Shopkind"

22 Apr 2021

Members of the IRC and wider retail industry comes together to tackle verbal and physical abuse against shopworkers  


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Social media tips from indie businesses who have successfully diversified their proposition

14 Apr 2021

Maybe* take a look at how two independent businesses have used social media tactics to drive their businesses forwards.
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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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