Written by Kianna Best on May 4, 2023. Posted in Production News

Battle of the caterpillars in Aldi’s newest campaign

The copyright drama between Aldi and Marks & Spencer has taken a funny turn with Aldi’s newest commercial showing an awkward encounter between the respective supermarkets’ cake mascots Colin and Cuthbert. Aldi pokes fun at the two caterpillars’ recent comparisons with a tense birthday party meetup which has had social media users on TikTok tuning in for all the drama.

Garnering 2.5 million views on TikTok since its bank holiday release, Aldi’s newest commercial is on the nose with his comedic response to the recent accusation of copying Marks & Spencer’s Colin the Caterpillar. The mini clip created by McCann Manchester features a birthday party attended by some other caterpillar friends such as Wiggles from Sainsbury’s, Morris from Morrisons and Aldi’s Cuthbert. When Colin walks in, the tension is thick and a fight ensues between the two foes.

Image courtesy of Aldi

Following up on the dramatic advert, which cleverly promotes Aldi’s “Like Brands” platform with a comparison between their cake price and their competitor, a follow up clip was published. In Real Housewives franchise fashion, the two caterpillars are interviewed.

“I’m not proud of what happened in there,” Colin says. “I shouldn’t have come.”

Cuthbert adds: “I think he struggles. He was so used to being the number one in the picture so when I came along… you know.”

The advert directed by Juliet May through Merman is the latest campaign that has taken an unfiltered approach to brand promotion, with companies like Ryan Air conforming to popular trends that the social platform pops out. With the lack of seriousness around the dispute and making fun of their own reality, #JusticeForCuthbert and #FreeCuthbert are a show of which side users are leaning towards.