3 – Caterpillar cake, anyone?
For anyone living in the UK, this almost became a national holiday. It swept the nation via Twitter. We were all holding #FreeCuthbert signs outside the local Marks n’ Sparks.
So what went down? M&S has a caterpillar cake named Colin. (If you’re not sure what this is, raid your family photo albums around your 8th birthday.) M&S informed the country that they intended to take Aldi’s caterpillar cake, Cuthbert, straight to the courtroom for copyright infringement.
How did Aldi respond? Simply tweeting ‘This is not just any court case, this is…#freecuthbert’. Within the next 24 hours, Aldi turned this into a fully fledged campaign, garnering input on social media from other brands and celebrities, and even placing Cuthbert on a comedy panel.
Why did it work? They understood their (very British) audience, and handled the crisis with (very British) humour.
The proof is (quite literally) in the puddling with this one. (Sorry, I couldn’t help myself.)
Purchase consideration for M&S declined by 2.72%, while Aldi’s grew by 6.8%.
Aldi’s Twitter following grew by 30%, and the campaign reached over 35 million people on Facebook alone.
Stick that creativity in your pipe and smoke it, M&S.