Aldi fuels M&S caterpillar cake row with new TV advert

Aldi has reignited its feud with M&S by comparing the price of its Cuthbert the Caterpillar Cake with the retailers Colin the Caterpillar Cake in a new TV advert.

Posted to the discount grocer’s YouTube channel yesterday (1 May), the ad features characters representing Cuthbert and Colin, as well as Sainsbury’s Wiggles, Morrisons’ Morris and Asda’s Clyde the caterpillar cakes.

Having rolled out in time for coronation parties, the advert looks to showcase the price differences of each cake by highlighting that Aldi’s Cuthbert costs £4.99, in comparison to £8.50 for M&S’ offering.

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The 30-second clip has caused a stir on social media, following Aldi’s feud with M&S over their caterpillar cakes in 2021, when M&S accused the discounter of copying its design.

However in February 2022, the retailers were able to reach a settlement through a “confidential agreement” over the copyright dispute.

Sharing their opinions on Twitter, one user claimed the supermarket had “brilliant humour”, while another called the marketing “genius”.

“What better way to show shoppers’ support of Cuthbert than by having him as the star in the returning Like Brands Only Cheaper series,” Aldi UK marketing director, Jemma Townsend said.

“Aldi exclusive brands are just as good as the brands people know and love and these adverts are set to remind people of that at a time where cost of living is increasingly important.”



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