Modern Marketing Brand Strategy Aldi

Aldi trolls M&S with billboard as Cuthbert the Caterpillar return crystalizes

Author

By Hannah Bowler | Journalist

June 6, 2022 | 3 min read

Last year Aldi’s Cuthbert the Caterpillar found himself embroiled in a high court trademark case and removed from the shelves, but now he is back – and Aldi celebrated by parking billboards outside M&S stores.

Cuthbert the Caterpillar is back

Aldi trolls M&S with billboard as Cuthbert the Caterpillar return crystalizes

When Aldi launched its Colin the Caterpillar lookalike cake in April last year, M&S took the German supermarket to court against three intellectual property claims.

The spat spilled out onto social media where the supermarkets trolled each other, gaining widespread press attention, and the hashtag #FreeCuthbert trended.

While the case rumbled on Aldi wasn’t able to sell Cuthbert cakes, but after the case was ”confidentially” settled in court Aldi was allowed to bring him back.

At the time Aldi said: ”Cuthbert is free and looking forward to seeing all his fans again very soon!”

Cuthbert will now return on June 6 with a fresh look agreed as part of its intellectual property court case with M&S.

Modern Marketing Brand Strategy Aldi

More from Modern Marketing

View all

Trending

Industry insights

View all
Add your own content +