Aldi unveiled a giant Christmas tree replica of its signature chocolate cake, Cuthbert, that passed by M&S in Brighton before reaching its permanent destination in Eastbourne.

The discounter took the sculpture around the seaside city, which was decorated with a Santa hat and festive shoes and is 8ft tall and 12ft long.

This was a nod towards the friendly rivalry between the two retailers. The festive promotion received traction on social media, according to Aldi.

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Shoppers can view the replica of the popular cake at the Aldi store on Pacific Drive in Eastbourne until today (22 December).

Julie Ashfield, chief commercial officer at Aldi UK, said: “Cuthbert is an Aldi icon, so it only felt right we gave him a festive twist, swapping chocolate for topiary, baubles and fairy lights to spread the festive cheer.

“After letting him loose for a spot of Christmas sightseeing, he’s now settling into its new home at our Pacific Drive store in Eastbourne. We can’t wait for shoppers to come down, grab a photo and get into the Christmas spirit with him.”