Case Studies: What we can learn from Aldi’s #FreeCuthbert social media campaign

I was asked to give a presentation earlier this month about my favourite marketing campaign of the last few years.

So, I thought I’d post it, in article-format, below.

For me, there are three strategic approaches that work in content:

Educate | Inspire | Entertain

There have been three campaigns that I’ve enjoyed in these categories:

EDUCATE: Uber – ‘Thank you for not riding’

Uber thanked customers for not using their services during the pandemic as well as offering free rides to healthcare workers

INSPIRE: Dove - ’Reverse Selfie’

Reverse Selfie, which goes backwards from the moment a young girl posts a picture of herself online, showing all the changes she made to the image before uploading it.

ENTERTAIN: Aldi – ‘Free Cuthbert’

Aldi beat M&S on social media in the famous ‘Caterpillar Cake War’ of 2021

Despite my background in sport, my favourite sector when it comes to content is food and drink.

I believe it has a host of brands that have an ‘authentic personality’ – think innocent, Oatly, Wendy’s.

So I’ve decided to showcase Aldi’s #FreeCuthbert campaign on social media.

The background? Marks & Spencer announced that they had launched a high court claim against Aldi after insisting the budget supermarket’s new ‘Cuthbert the Caterpillar’ cake was a trademark infringement of their classic ‘Colin the Caterpillar’ cake.

M&S looked to win in the High Court. So Aldi aimed to win on Social Media – in what became known as the great ‘Caterpillar Cake War’ of 2021.

Aldi leaned into their disruptive reputation, with the help of McCann Eriksson in Manchester.

Aldi’s reaction to the court case started with a single tweet – and it couldn’t have been apt as they mimicked the famous M&S tagline, posting: ‘This is not just any court case, this is #FreeCuthbert’.

Within two hours, Aldi was trending as No.1 on Twitter and so began a hugely entertaining social media campaign.

#FreeCuthbert, according to Aldi, became the “most effective social media campaign in our history”.

My personal favourite tweet has got to be ‘Marks & Snitches more like’.

The tone is playful and fun rather than derogatory and insulting – and kudos to their content team because this is a tough line to stay the right side of.

As you can see, their stats from the campaign were outstanding, including a 30% increase in their following on Twitter and press coverage on BBC Breakfast, Good Morning Britain and This Morning.

But what can we learn from the campaign?

LEVEL PLAYING FIELD

You don’t need huge budgets to compete with bigger rivals in your sector on social media. You need imagination, creativity, bravery – and a strong strategy!

THE RIGHT TONE

What I like most about Aldi’s content in #FreeCuthbert is that it has personality. It doesn’t feel corporate. It knows its tone of voice and engages superbly with other brands and customers!

TRUST YOUR TEAM

With agreement in place on strategy, Aldi handed over the reins to their social creatives who worked their magic.

CHOOSE THE RIGHT PLATFORM

Aldi went with Twitter for #FreeCuthbert because that’s where their audience expects them to jump on hot, trending topics with humourous content. Brands often use the spray can effect with their content – posting everywhere – but this is a good reminder to think before you post.

BUILD MOMENTUM

Aldi, when they realised the popularity of the campaign, worked hard to extend its lifespan. They launch a limited-edition Cuthbert Cake and a fresh campaign, alongside other supermarkets, called #CaterpillarsForCancer, with all profits going to Teenage Cancer Trust.