Aldi’s Cuthbert the Caterpillar is set to crawl back into stores after settling a legal battle with Marks & Spencer.
Out-of-home (OOH) van advertisements have been located outside M&S stores across London, Birmingham, Newcastle, Manchester and Liverpool this week in a bid to highlight the cake’s return to stores nationwide.
In April last year, M&S filed a lawsuit against Aldi with claims that the discounter’s Cuthbert was a carbon-copy of its popular Colin the Caterpillar cake. A month later in May, Aldi altered Cuthbert by adding new eyes to its facial design but the legal battle nevertheless ensued.
An M&S spokesperson told Retail Gazette earlier this year: “The objective of the claim was to protect the IP in our Colin the Caterpillar cake and we are very pleased with the outcome.”
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The supermarket chains settled their lawsuit in November last year after reaching a confidential agreement.
Taking to the streets this week, Aldi’s giant posters appeared to troll M&S and inform the nation of Cuthbert’s return with messages lsuch as, “Aisle be back” and “Made by bakers. Approved by lawyers”.
Aldi’s social media account also asked: “Where else would we announce it? #CuthBack”.
The infamous Cuthbert will return to Aldi aisles on 6 June.
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