Aldi: Cuthbert vs Colin

The battle between two supermarket chocolate cakes dominated the media and social conversation after M&S announced it was suing Aldi for allegedly copying its Colin the Caterpillar cake.

Aldi’s Cuthbert was positioned as the plucky underdog with social posts calling out M&S for being churlish. As a retained PR agency for Aldi, we devised and wrote the infamous #caterpillarsforcancer tweet that called on M&S to raise money for cancer, not lawyers.

It trended #1 on Twitter, became the most read story on the BBC website and won plaudits across the board.