Aldi has been named the most engaging supermarket on social media this Pancake Day, clocking up nearly 600,000 Instagram views for its pancake recipes.
According to social media specialists Maybe*, the German discounter chalked up 247,000 views and nearly 2,700 likes for its caramel protein pancakes recipe, with two other pancake-related reels securing almost 350,000 views between them.
With most supermarkets taking to social media to promote their Pancake Day offerings on on Shrove Tuesday, Morrisons was found to be the most active, with eight posts about the event.
Its activity included Instagram collaborations with influencers Dad Download and Hello Baker Girl, which received 23,000 views and 76,000 views respectively.
“These figures show the power of social media and particularly the reach you can get from really engaging Instagram reels,” said Maybe* CEO Polly Barnfield.
“All of the supermarkets recognised the value to be gained in producing content that is not only beautifully shot but also, in guiding the viewer through a how-to recipe with the precise ingredients needed, they are providing a real incentive to go from online to in-store to make what they have seen.”
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
It was also a successful event for Asda, whose most successful post – an Instagram reel promoting its cinnamon bun pancakes – received over 48,000 views. Other reels posted by Asda on Nutella pancakes and vegan banana and oat pancakes were seen by 23,000 and 18,000 Instagram users respectively.
Tesco’s Instagram Reel on birthday cake pancakes received more than 43,000 views and nearly 500 likes while a reel featuring Jamie Oliver making mini apple pancakes was watched by almost 39,000 people.
Sainsburys received 40,000 views and 819 likes for its Biscoff pancake Instagram reel and 28,000 views and 329 likes for its reel showing you how to make rhubarb and custard pancakes.
Discounter Lidl shared just one Pancake Day post on Instagram which garnered 300 likes and 450,000 views as a reel.
Marks and Spencer also ran just one pancake-related Instagram reel, promoting its Percy Pig and Colin the Caterpillar pancakes, which was watched 128,000 times, though it also posted four times on its Instagram grid, averaging just over 1100 likes per post.
Waitrose also shared pancake reels on Instagram, which received 123,000 and 55,000 views between them.
