Free Cuthbert
Campaign · 2021
Aldi’s #FreeCuthbert campaign claimed Facebook reach above 35 million.
Aldi Stores UK
@AldiUK · Apr 15, 2021
This is not just any court case, this is... #FreeCuthbert
Monzo 🏦
@monzo · Apr 16, 2021
Ok, who's chipping in? #FreeCuthbert
Aldi Stores UK
@AldiUK · Apr 16, 2021
Packaging update. #FreeCuthbert
Aldi Stores UK
@AldiUK · Apr 20, 2021
Hey @marksandspencer can Colin and Cuthbert be besties? We’re bringing back a limited edition Cuthbert and want to donate profits to cancer charities including your partners @macmillancancer & ours @TeenageCancer. Let’s raise money for charity, not lawyers #caterpillarsforcancer.
Kenny from the Block
@Kennyf1283 · Apr 20, 2021
Unpopular opinion: I don't think Aldi are bossing it with their comms. I think they have played fast and loose with their IP for a while and invoking cancer fundraising against the backdrop of this issue strikes me as crass and opportunistic.
Aldi Stores UK
@AldiUK · Jun 1, 2022
Where else would we announce it? #CuthBack
BrewDog
@BrewDog · Apr 16, 2021
Cuthbert the Caterpale Ale? #FreeCuthbert
Aldi Stores UK@AldiUK
This is not just any court case, this is... #FreeCuthbert
annsummers
@AnnSummers · Apr 16, 2021
Hey @AldiUK let us know how the court case goes... we’ve got plenty of handcuffs 🚨👮♀️#FreeCuthbert h
Neil Heyes
@heyes_neil · Apr 16, 2021
I just hope they don’t go after my daughter for making her brothers birthday caterpillar cake herself #FreeCuthbert
Co-op
@coopuk · Apr 17, 2021
We feel your pain, it’s the 2nd time we’ve been left off the invite list. We call for co-operation for all caterpillars. 💙 #FreeCuthbert
Spread Score
How it worksNumbers
- Facebook reach, agency retrospective
- 35M
- Facebook · Self-reported · McCann Manchester / The Caples Awards
- Milestone date
- Week of Apr 20, 2021
- Apr 15 ’21 to Week of Apr 20, 2021
- Platforms
- 4
- Started on X
- Origin
- Seeded
- Retail
How it spread
Trace the originAldi answered the cake claim with #FreeCuthbert. Public replies and rival brands supplied jokes that news outlets covered, followed by a charity relaunch. The retailers later settled confidentially and Aldi advertised Cuthbert’s return.
Documented milestone; not a measured attention peak. Some dates are known only to the week, month or year.
Timeline (15)
April 2021
Marks & Spencer precursor · Apr 15 ’21
M&S announced a High Court claim over similarities between Colin and Cuthbert.[1]
Aldi UK seed · Apr 15 ’21
Aldi posted a parody of the M&S slogan and introduced #FreeCuthbert.[2]
Join free to see why it worked and the other 12 events. Free, on every case.
Do this
- 1Give participants a concrete joke they can extend in their own voice.
Every number (11)
- Pre-campaign Aldi Twitter followers, agency baseline“Increased Aldi’s Twitter following from 440k to 570k, almost 30% in three days”440K[9]
Press (1 outlet)
- Apr 15, 2021same day
BBC News · M&S begins legal action against Aldi over Colin the Caterpillar cake
You’ve seen 1 of 3 steps and 1 of 11 numbers. Pro opens the rest, with all 22 sources.
