Marks and Spencer are taking legal action against Aldi over their caterpillar cake, and Aldi has responded with #FreeCuthbert.
As you’ve been scrolling through Twitter today, you’ve probably seen the hashtag #FreeCuthbert trending.
Over 60,000 tweets have used the hashtag, and it’s completely taken over social media.
If you’re not from the UK, or you’ve been living under a rock, you’re probably pretty confused about what’s going on.
So, here’s everything you need to know about #FreeCuthbert.
It all starts with caterpillar cakes
The story of #FreeCuthbert begins with two supermarkets, Marks and Spencer (M&S) and Aldi.
M&S is known for its famous Colin the Caterpillar cake, a celebration cake that is shaped like a caterpillar. They launched it around thirty years ago, and the design has remained unchanged since 2004.
Due to its popularity, a number of other supermarkets have created their own version of the caterpillar cake, all with different designs and names.
One of those retailers is Aldi, who have a caterpillar cake called Cuthbert, and M&S aren’t happy about it.
M&S take legal action against Aldi
This week, M&S have announced that they are taking legal action against Aldi over their Cuthbert the Caterpillar cake.
M&S argued that the cake is far too similar in design to their trademarked Colin the Caterpillar which infringes their trademark and leads consumers to believe they are of the same standard.
According to the BBC, M&S lodged an intellectual property claim with the High Court this week and wants Aldi to remove the product from sale.
Aldi responds with #FreeCuthbert
Aldi haven’t seemed to take the legal action very seriously at all, which is where #FreeCuthbert comes in.
As soon as the news that M&S was taking legal action was made public, Aldi started tweeting #FreeCuthbert, and it’s turned into a viral social media movement.
First, they mocked M&S’s famous slogan and wrote: “This is not just any court case, this is… #FreeCuthbert.”
Then, they continued to use the hashtag in a series of tweets.
At one point, they even posted a photo of their Cuthbert the Caterpillar cake and edited the box so it looked like it was in jail and added the caption: “Packaging update. #FreeCuthbert.”
The hashtag then started trending on Twitter as shoppers began using it to defend Aldi and laugh at their hilarious tweets.
So, that’s the story of #FreeCuthbert. The hashtag continues to take over Twitter, and the M&S and Aldi caterpillar cake war is far from over.
In other news, Fans spot Megan Fox's side tattoo removal in Skims advert