Our creative round-up for April 2021

If one campaign stuck in our minds this April, it was definitely that of the controversy surrounding M&S’s Colin the Caterpillar and Aldi’s alternative caterpillar cake called Cuthbert. Safe to say – no one saw this coming.

Join us as we take a closer look at a few of our favourite industry updates, campaigns, projects and rebrands from April in our latest creative round-up…

Tesco says: support your local

Tesco tapped into the thoughts of the nation by taking the opportunity to encourage people to give the supermarket a miss and head back down to their local.

It’s no secret that, unlike the hospitality sector, supermarkets have not been negatively impacted by lockdown restrictions.

One tweet posted by the supermarket giant, said: “Pubs have had it tough this year. So, as good as our deals are, this week we’d rather you support your local pub (as long as you feel safe to do so). Because right now, #EveryLittleHelps.”

We think this campaign was an excellent move by the brand and it seems to have received an enormous amount of positive feedback.

Caterpillar controversy

Marks and Spencer launched a legal battle against Aldi, pointing out the similarities between latter’s Cuthbert the Caterpillar and its own Colin the Caterpillar.

In response, Aldi shared various tweets making light of the issue, including some hilarious alternative packaging designs for Cuthbert – one of which sees him locked behind bars.

Aldi’s humorous attitude towards the situation meant that many members of the public took the brand’s side by posting #freeCuthbert on social media.

The approach and tone of voice in Aldi’s posts has been excellently received and is a great example of how to effectively manage brand reputation.

It would be interesting to see if there has been a significant spike in the sale of the caterpillar cakes.

CrispIn or CrispOut?

In the brand’s latest campaign, Walkers will encourage consumers to voice their opinions on their lunchtime sandwich habits.

Aiming to build brand love around the British crisp sandwich across multiple channels, consumers are asked to either use the hashtag #CrispIn or #CrispOut to share what side of the fence they sit on.

Following the campaign release, even sandwich brand Subway has noticed the ever-present popularity of the crisp sandwich – teaming up with Walkers to offer crisps as a filling option.

Those who want to have an extra crunch in their lunch will be given a helping of Walkers Ready Salted crisps.

Burger King uses dark humour

The fast food brand’s new campaign uses dark comedy to show various people experiencing some confusion; like Emma who has discovered she likes dating Mark’s profile more than she likes dating Mark.

Ultimately, the message of the campaign is to promote Burger King’s vegan burger, the Impossible Whopper – which is said to be “a whopper made without beef that tastes just like… a Whopper.”

While the campaign doesn’t directly reference Covid19, the sense of confusion resonates with many people who remain puzzled about what the whole world has experienced as a result of the pandemic.

We like the comical approach used by Burger King’s and the use of off-beat humour has definitely paid off.


Make sure you pay us a visit next month to catch up together on the latest creative work in the industry throughout May.

Image sources: 1.) thedrum.com 2.) campaignlive.co.uk 3.) twitter.com/@AldiUK 4.) subway.com 5.) thedrum.com
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