Aldi has reignited the caterpillar cake row with a TV advert comparing the price of its Cuthbert cake to M&S’ Colin the Caterpillar one.
The discounter’s latest ‘Like Brands, Only Cheaper’ advert, which debuted on 1 May with teasers appearing on social media ahead of its release, shows a group of people dressed like caterpillars having a tea party. Notably, the caterpillars in attendance are named after other supermarket caterpillar cakes – Wiggles from Sainsburys, Morris from Morrisons and Asda’s Clyde.
Cuthbert and the other caterpillars agree to liking the Aldi and M&S cake offerings as the prices of the caterpillar cakes are shown on screen, putting M&S’ at £8.50 and Aldi’s at £4.99.
The conversation suddenly stops when the group notices Colin approaching to speak with Cuthbert. Wiggles tries to diffuse the tension by asking ‘cake anyone?’, and the exchange eventually devolves into a fight between the two rivals. The aftermath is documented in short interviews on Aldi’s social media.
The ad ends with the line: ‘Aldi. Like M&S. Only cheaper.* *On cakes that look like caterpillars.’
It is the latest shot in the ongoing battle of the caterpillar cakes, which began in 2021 when M&S launched legal action over the similarities between the two cakes. At the time it claimed Cuthbert represented a trademark infringement. During this time Aldi removed Cuthbert from shelves but taunted M&S with posts on social media and a series of stunts, one of which saw the discounter’s cake parachuting from 40,000 feet.
“What better way to show shoppers’ support of Cuthbert than by having him as the star in the returning Like Brands Only Cheaper series,” said Jemma Townsend, marketing director at Aldi UK.
“Aldi exclusive brands are just as good as the brands people know and love and these adverts are set to remind people of that at a time where cost of living is increasingly important.”