#FreeCuthbert
Award: Shortlist
Shortlist / Digital / Tactical / 2022
Taking place over several days in April 2021, Aldi's #FreeCuthbert campaign gripped the nation on Twitter. The campaign was a shrewd, provocative response to the news that Marks & Spencer had filed legal action against Aldi for copyright infringement, alleging that Aldi's caterpillar cake, Cuthbert, looked too similar to its own caterpillar cake, Colin. From a single tweet lampooning M&S's famous tagline, the campaign grew into Aldi's biggest news story ever, becoming one of Twitter's biggest viral events of the year: The Caterpillar Wars of 2021.