Pancake Day victory: it was anything but crêpe for discount giant Aldi

Pancake Day is a marketing golden syrup for supermarkets in the UK, with up to 80% of British consumers celebrating the occasion. But, despite the high stakes, this year Aldi rose to the top snapping nearly 600,000 Instagram views –with one reel featuring a caramel protein pancake recipe chalking up 247,000 views alone.

The analysis, carried out by social media specialists Maybe Tech, also highlighted that two of the store’s other Instagram reels garnered 350,000 views between them.

Morrisons – which was ousted from the Big 4 grocers last year by Aldi – was the most active across social media, with eight posts about Pancake Day and collaborations with influencers Dad Download and Hello Baker Girl. They received 99,000 views between them.

Tesco’s and Sainsbury’s both shared recipe reels – Tesco’s mini apple pancake reel from TV star Jamie Oliver got 43,000 views while Sainsbury’s got 40,000 for its Biscoff pancakes.


Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning


Meanwhile, rival discount store Lidl only put out one Instagram post, a successful one with 450,000 views at that.

Marks and Spencer shared a reel promoting its pancakes from the popular characters Percy Pig and Colin the Caterpillar which was viewed 128,000 times. Fellow high-end supermarket Waitrose put out two Instagram reels, with 178,000 views between them.

“These figures show the power of social media and particularly the reach you can get from really engaging Instagram reels,” said Maybe ceo Polly Barnfield.

“All of the supermarkets recognised the value to be gained in producing content that is not only beautifully shot, but also, in guiding the viewer through a how-to recipe with the precise ingredients needed they are providing a real incentive to go from online to in-store to make what they have seen,” she added.

BrandsCreative and CampaignsNewsSocial Media

Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.

RELATED POSTS

Menu