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Aldi’s Cuthbert and Colin caterpillar spat goes viral


Aldi’s new “Like Brands” campaign has proved to be another viral hit, as the supermarket takes aim at old rival, Marks & Spencers.

The ad created by McCann Manchester was released a few days ago and features Cuthbert (an actor in a caterpillar costume) at a party with his friends Wiggles (Sainsbury’s) and Morris (Morrisons) each tasting the M&S and Aldi cakes.

They like both and then compare the prices.

Then, there’s an awkward silence when Colin (M&S) makes an appearance which leads to a caterpillar scuffle.

The advert makes its television debut over the Bank Holiday, but has already proved to be a viral hit. #Cuthparty on TikTok has had 3m views, while the original video has been liked more than 260k times and shared by more than 27.6k people.

It’s a similar story on Twitter with the ad getting almost 900k views.

The ad was led by McCann Manchester’s Chief Creative Officer, Dave Price; Creative Director Neil Lancaster; and Senior Producer Melissa Bennett. It was made by Merman and directed by Juliet May.

The edit was carried out by John Mayes at Marshall Street, with Craft Manchester’s George Hobbs doing the online.

Price told Prolific North:

“Neil Lancaster and I have written over a hundred Like Brands scripts now. Our favourite will always be Jean and her preference for a gin over a cup of tea. But this is a close second. Again a cup of tea features, but this time there’s a big slice of cuffle cake. So much more satisfying that a biscuit.”

The long-running caterpillar feud between M&S and Aldi goes back many years, with M&S taking Aldi to court to protect its IP in 2021. The #freecuthbert campaign that followed won Aldi and McCann awards. Cuthbert, however, had to undergo a slight facelift as a result of court case.

M&S which is currently selling a Coronation Colin the Caterpillar has yet to respond.



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