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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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High street footfall rises 174% in England & Wales post-lockdown

14 Apr 2021

High streets across England and Wales have witnessed an immediate comeback in footfall as non-essential retailers reopened on Monday for the first time in over three months.
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New £18 million Bikeability funding coincides with Local Bike Shop Day aims

13 Apr 2021

The DfT has announced £18 million for Bikeability cycling proficiency training scheme, which fits in well with Local Bike Shop Day's aims of encouraging children to cycle back to schoolRead more…

'Optimism is in the air' according to BRC Economic Briefing Report

8 Apr 2021

The latest UK economic data has been significantly better than expected; check out key insights from the new research.
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Leading industry bodies warn that plan for vacant shop-to-residential conversions will not save our high streets

7 Apr 2021

Despite warnings from leading industry bodies the MHCLG have now confirmed that the simplified planning process for retail to residential conversions will be going ahead
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How to grow your independent business using new social media techniques

7 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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Minimum wage rises for two million workers

1 Apr 2021

The National Living Wage will rise 2.2% to £8.91, the equivalent of more than £345 a year for a full-time employee. Increased cash incentives for employers to hire new apprentices... Read more…

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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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