With the advent of social media, children's birthday cakes are now far more elaborate than any of my childhood cakes. My mother, who is good at many things but not Mary Berry, would take a simple, store-bought Swiss roll and thrive on supplements for the ISP. You look smart like a train, a dog, or even - a caterpillar. The cake is cake at the end of the day, and while I undoubtedly enjoyed a slice of Swiss bread in disguise with friends, I was delighted to see that things have moved on in the themed world. Cake, with a ton of related TV shows like The Great British Bake Off, Cake Boss and Extreme Cake Makers. So how is it possible that the UK media has been inundated with stories of a simple kid's chocolate cake that contains some of the biggest grocery retail brands, lawsuits and a social media argument that has weighed on the nation? Well, pull up a chair and let me tell you how, believe it or not, in a year when the world is grappling with a global pandemic, climate crisis, and sea of much-needed change - we have some of the UK's largest retailers in a heated melt in the shape of a chocolate larva. Colin the caterpillar in the ring cake presentation - Marks' Freier & Spencer, who, together with celebrity fans, claims the status of a go-to-cake for all occasions and has developed into a British institution since it was sold 30 years ago. And the range doesn't just include the famous cake, as Marks & Spencer has since introduced new additions to the 'Colin' brand, including seasonal varieties for Halloween and Easter, bite-size versions and confectionery, and a friend of Colin in the shape of Connie, the Caterpillar. And as with all greats, there will always be honors: supermarkets, including the premium player Waitrose (with Cecil the Caterpillar), Sainsburys (aptly called Wiggles) and the Asda Value brand (Clyde) to name a few. But while the caterpillars are as numerous as their legs, something prompted Marks & Spencer to take legal action this week. And that's Aldi's homage to Colin - Cuthbert, who is our other opponent in the fight against the caterpillars - the cake is over 2 pounds cheaper and bigger - with two more servings. The Marks & Spencer legal team claimed that Cuthbert infringed Colin's trademark and that the similarities between Colin and Aldi’s Cuthbert were so close that consumers might think they were cut from the same cake - that is, pretend Being able to act in the event of proven "deception" prevents the like. Customers from misrepresenting their products or services as those of another retailer. Marks & Spencer owns three brands in relation to its cake that are claimed to give Colin an enhanced and distinctive character. Marks & Spencer's allegations include allegations that Aldi is trying to ride the ponytails of its longstanding reputation for quality food. Put simply, Marks & Spencer wants the Aldi cake to be taken off sale and never sold again. News of the litigation sparked a public outcry on social media, fueled by Aldi's social media team, and sparked a range of comedic reactions to the action. Aldi, who actually stopped selling the cake in February, took the opportunity to surprise the audience with tweets that included the model sketch mockups with Cuthbert, the caterpillar on the dock, and new packaging, especially bars, and prison around Cuthbert. Recent tweets include "Cuthbert found GUILTY ... because he's delicious" and "Marks & Snitches like like". Aldi has also tagged other top brands in related items such as the Monopoly board game, paint maker Dulux, and BuzzFeed. Marks & Spencer kept responses to a minimum with a tweet, which suggests the social media team was very busy. the weekend. Aldi did not settle for a humorous attitude and increased the stake with a difficult position: "Hey Marks and Spencer, we are fighting against caterpillar abuse. Colin and Can Cuthbert can be besties?" We are bringing back a limited edition of Cuthbert next month and you want to donate all profits to cancer charities, including your Macmillan Cancer Support partners and our Teenage Cancer Trust. Let's raise money for the charities, not lawyers, "he said using the hashtag #caterpillarsforcancer. Aldi has also invited other supermarket competitors to join in with positive responses from Waitrose and Asda. Marks & Spencer went on to adhere to its legal stance - and during They claim that he "liked an idea of charity" that "Aldi should use his own character. In an additional comment, he added a cake based on Aldi's own mascot - Kevin the Carrot - and added, "That idea is ours. As the feud continues on social media, the reality of competition in grocery retailing still lingers clear. and Lidl convinced many as value operators who offer consumers a completely different shopping experience - they also had the quality grocery store in sight. This could partly explain why the homage products from Marks & Spencer, which are particularly popular in Aldi stores, are no longer just I spoke to Ed Watson, PR and communications expert at PREW PR, about what may be the biggest retail PR event of the year: href = "Whether you're at Colin or Cuthbert camp, one thing is great clear about something that has dominated our social media and news ... legal teams need to speak to their PR peers, be before making intellectual property claims. The disruption in communication was a complete giveaway that not only helped Aldi improve its visibility for a product it hasn't sold since February, but also created a lot of positive feelings for Cuthbert and the Aldi brand. Managed with merciless humor and a little disrespect for me. Aldi is the winner in all of this. This is nothing new. I recall from my time at ASDA a very similar feud with the United Biscuits back then over Penguin over our puffin counterpart. From a blanket perspective, luck favors the brave, and it certainly did, even though ASDA lost the lawsuit - there was no doubt in the minds of consumers that ASDA was selling biscuits! The Colin and Cuthbert saga still leaves questions unanswered ... what will happen to equivalents from other retailers? Caterpillar or not, that sometimes begs the question, sure is a cake just a cake? "An M&S spokesperson said," At M&S we are passionate about creating the most innovative, high quality food for our customers - be it 100% British meat or eSymbols like Colin the Caterpillar, Percy Pig and ours Glitter Gin Globe. Knowing that the M&S brand is special to our customers and they expect the best from us, we find love and care in every M&S product on our shelves. That's why we want to protect Colin, Connie and our reputation for freshness, quality, innovation and value. "
For the past 12 months, grocery retailers have received consumer approval as they pledge to "feed the nation" and ensure stores are safe and operational when they were often the only stores open. Along with key staff members, the supermarket employees have been commended for their efforts, and most major grocery chains, including Tesco, Morrisons and Aldi, have achieved discharge rates. In a year we've seen more brands working to engage consumers more authentically and to use social media as a privileged opportunity for more open dialogue, one has to think that when Marks & Spencer legally has the upper hand, the brand has to "read the room". . For a company that is committed to never being the same, its old habits die hard.
Aldi was contacted for further comments.