Never since Marie Antoinette allegedly uttered the words, ‘Let them eat cake’ have baked goods caused quite such a stir – and the spectacular spat over a spatula between Aldi and M&S continues to rage.
The caterpillar cake wars have caused ongoing tummy rumblings between the rival retailers since 2021, when M&S took Aldi to court in the case of Cuthbert vs Colin in a bid to defend what they described as their own intellectual property from alleged infringement.
Colin, the M&S caterpillar-inspired cake, has faced stiff competition in the marketplace from numerous supermarket brands sharing their own insect iterations in the constant search for a competitive edge to metamorphose a profit.
But in their attempt to throw the book at this troublesome caterpillar, M&S found the worm had turned. Public opinion crystallised in Cuthbert’s favour, thanks in no small part to a tongue-in-cheek ‘Free Cuthbert’ campaign that flooded social media. More than 1,400 pieces of written coverage and 30 million views of user-generated videos later, Cuthbert was a national hero, even appearing on TV comedy panel shows.
And it seems Aldi has no intention of turning over a new leaf, with a new video ad only likely to twist the cake knife further. Launched at the end of April, the TV advert shows Cuthbert and the other supermarket caterpillar cakes brought to life by actors in caterpillar costumes, ending with the caption ‘Aldi. Like M&S. Only cheaper’.
With the focus of attention around Cuthbert, there are few better ways in which Aldi can instantly showcase how its suite of ‘Like Brands’ can offer cash-strapped customers struggling through the cost of living crisis the best possible value, so why not capture the moment?
While the global market picture tells a very different story, the public perception in the UK is that compared to the mighty heritage of M&S, Aldi’s Cuthbert is the little guy in this debate. And with our inherent national instinct to back the underdog, the chances are that Cuthbert and Aldi’s profit line will continue to wiggle in an upward trajectory.
It is highly unlikely that Marie Antoinette ever did utter the words, ‘Let them eat cake’, as she was only nine years old when the phrase was first coined, but in exactly the same way for both Cuthbert and Marie, it will be public opinion that leaves the lasting legacy.
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