Supermarket chain Aldi is back at it again with its latest campaign featuring Cuthbert the Caterpillar and his friends, Wiggles (Sainsbury’s) and Morris (Morrisons) – and arch-rival Colin the Caterpillar (M&S) – as the army of larvae enjoy a lovely spot of cake for tea.
The campaign begins with Cuthburt, Wiggles and Morris enjoying two helpings of controversial cake – M&S’ at £8.50 a pop and Aldi’s at £4.99 – and agreeing that both are just as delicious as the other. But just as we think everything is going well, we hear echoes of another guest arriving, and in comes Colin. As silence falls and things get tense, Wiggles offers up some cake to break the ice (or slice the cake, in this instance) as the mood turns uneasy.
As the screen turns white and Aldi’s signature text comes on screen with a witty comment, we get taken back to the party where a scuffle has broken out! Quite the drama, and all the entertainment, the campaign has viewers on social media laughing, celebrating and praising the funny take that the supermarket chain always seems to incorporate when it comes to this topic.
McCann Manchester’s chief creative officer Dave Price says: “Neil Lancaster and I have written over a hundred ‘Like Brands’ scripts now. Our favourite will always be Jean and her preference for a gin over a cup of tea. But this is a close second. Again a cup of tea features, but this time there’s a big slice of cuffle cake. So much more satisfying than a biscuit”
The brand has also since posted more social content on TikTok, Twitter and on other platforms which has garnered comments advocating for a continuation of the campaign in the form of a TV series.
Some viewers commented under the post saying: “MAKE THIS A NETFLIX SERIES RIGHT NOW.”
While others say: “Aldi’s socials winning the internet….”
Of course, the campaign comes after the legal battle between brands as M&S took Aldi to court in 2021 over the alleged stolen intellectual property of its Colin the Caterpillar cake. Making a triumphant return to shelves in 2022, albeit with a slightly altered look, Aldi was never silenced when it came to defending its caterpillar creation. Rather, Cuthbert’s creators fired back with the hilarious ‘Free Cuthbert’ campaign and now return with the latest ‘Aldi Like Brands Cakes’ spot.