Aldi unveils Cuthbert shaped bobsleigh

Discount supermarket chain Aldi turns its caterpillar cake, Cuthbert, into a bobsleigh ahead of the Olympic Winter Games.
MarketingSupermarkets

Discount supermarket chain Aldi has turned its caterpillar cake, Cuthbert, into a bobsleigh ahead of the Olympic Winter Games – which took to the track at the Bath training grounds.

The supermarket crafted the lifesize bobsleigh after research by the retailer showed 55% of consumers wished to see more “fun” designs.

It also highlighted that 37% of Brits are inspired to take up a new sport due to a film or TV show and 36% found it “amusing” when their friends or family members became armchair experts after having only seen the sport in games or in a film.


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According to the study, shoppers were most inspired by ‘The Karate Kid’, ‘Cool Runnings’, ‘Rocky’ and ‘Eddie the Eagle’.

Julie Ashfield, chief commercial officer at Aldi UK, said: “As an official partner of Team GB and Paralympics GB, we’re proud to be supporting the team this year and we wish them the best of luck in the Olympic and Paralympic Winter Games Milano Cortina.

“Like all this year’s hopefuls, Cuthbert had a sporting dream, and we’ve made it a reality by letting him loose on Team GB’s training track.”

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Aldi unveils Cuthbert shaped bobsleigh

Discount supermarket chain Aldi turns its caterpillar cake, Cuthbert, into a bobsleigh ahead of the Olympic Winter Games.
MarketingSupermarkets

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Discount supermarket chain Aldi has turned its caterpillar cake, Cuthbert, into a bobsleigh ahead of the Olympic Winter Games – which took to the track at the Bath training grounds.

The supermarket crafted the lifesize bobsleigh after research by the retailer showed 55% of consumers wished to see more “fun” designs.

It also highlighted that 37% of Brits are inspired to take up a new sport due to a film or TV show and 36% found it “amusing” when their friends or family members became armchair experts after having only seen the sport in games or in a film.


Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning


According to the study, shoppers were most inspired by ‘The Karate Kid’, ‘Cool Runnings’, ‘Rocky’ and ‘Eddie the Eagle’.

Julie Ashfield, chief commercial officer at Aldi UK, said: “As an official partner of Team GB and Paralympics GB, we’re proud to be supporting the team this year and we wish them the best of luck in the Olympic and Paralympic Winter Games Milano Cortina.

“Like all this year’s hopefuls, Cuthbert had a sporting dream, and we’ve made it a reality by letting him loose on Team GB’s training track.”

MarketingSupermarkets

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