

Great British Face Off
When Great British Bake Off featured caterpillar cakes in Party Week, we couldn’t resist getting everyone’s favourite caterpillar involved…
The Challenge:
To keep Aldi top of mind with journalists and consumers, as part of our busy press office, we’re always looking for impromptu opportunities to jump on the news agenda.
What we did:
Using our insider contacts, we got wind that caterpillar cakes were due to appear on the popular baking show as a technical challenge. So we drafted a tongue-in-cheek open letter to Channel 4.
The letter drafted on behalf of ‘Cuthbert’s legal team’ was packed full of puns and lines such as: ‘Aldi has always been a big fan of the Great British Bake Off, and we’ve long craved a Hollywood handshake… But tonight’s episode really took the biscuit.’
Once posted on Aldi UK’s Facebook and X pages, it didn’t take long to attract interest.
The result:
The story went viral within hours with shoppers in stitches, leaving comments such as: “This is hilarious. Thank you Aldi for giving me a laugh when I need one.”
Over 1.5 million people saw the post across the 2 channels. It received more than 78,000 engagements. And there were 238 media articles on the letter, with a combined reach of 37.2milliion – this included Mail Online and The Mirror.
Turns out you can have your cake and eat it.