// The discounter jabs M&S once again over its caterpillar cake row in new ‘Like Brands, Only Cheaper’ TV advert
// Colin and Cuthbert can be seen coming to blows at a party ahead of King Charles III’s Coronation
Aldi has taken aim at Marks & Spencer’s Colin the Caterpillar Cake once again, using King Charles III’s upcoming Coronation to land a few blows in its new advert.
The German discount grocer’s latest ‘Like Brands, Only Cheaper’ TV advert features M&S’s Colin as an aggressive guest at a caterpillar cake party, who ends up scrapping with the eerily similar Cuthbert as caterpillars stand around at a party discussing how much they like the respective cakes.
The scene then fades with the words ‘Aldi. Like M&S. Only cheaper.’ appearing onscreen.
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A long-running legal dispute between the two began back in 2021 when the German grocer launched its Cuthbert the Caterpillar case, which was strikingly similar to M&S’ Colin cake.
M&S filed a lawsuit against the discounter but a month later, Cuthbert returned to the shelves after a brief absence with a few minor tweaks to his facial features as the pair settled their lawsuit after reaching a confidential agreement.
In typical Aldi fashion, the grocer trolled M&S on social media posting stunts such as adverting Cuthbert’s return to sale on billboard posters on vans parked outside M&S stores.
The new ad shows that the feud between the pair has not been forgotten.
You could cut the tension with a knife #CuthParty pic.twitter.com/6cCRKjvKvF
— Aldi Stores UK (@AldiUK) April 28, 2023
Aldi UK marketing director Jemma Townsend said: “What better way to show shoppers’ support of Cuthbert than by having him as the star in the returning Like Brands Only Cheaper series?”
“Aldi exclusive brands are just as good as the brands people know and love and these adverts are set to remind people of that at a time where cost of living is increasingly important.”
