Back to case studies

Transforming a budding brand dispute into a positive, headline-grabbing moment

Disciplines covered

Brand Positioning • Communications • PR • Social

In the festive spirit of Christmas, Cirkle PR orchestrated a unique peace offering from Aldi to its supermarket counterpart, Marks and Spencer.

This gesture came in the wake of the summer’s ‘Caterpillargate’ feud involving Colin (from M&S) and Cuthbert (from Aldi), setting the stage for a reconciliation ahead of the holiday season amid a new dispute over similar seasonal gin products.

The Challenge

As tensions between Aldi and Marks & Spencer began to rise again, this time over their comparable seasonal gin selections, Cirkle PR saw an opportunity to transform the budding dispute into a positive, headline-grabbing moment.

The goal was to diffuse the tension in a way that would capture public attention, generate widespread media coverage, and ultimately drive footfall to Aldi stores, all while reinforcing Aldi’s image as a brand with a good sense of humour and a heart for reconciliation.

Our approach

Cirkle PR unveiled a grand gesture of goodwill by installing a 10ft mistletoe structure in Skegness, symbolically located between the neighbouring Aldi and M&S stores. This mistletoe ‘Olive Branch’ carried an invitation for both brands to ‘kiss and make up’, turning a potential conflict into a moment of unity during the Christmas season.


  • PR Strategy
  • Public Relations
  • Social Media


  • Visibility and Engagement: The campaign generated an impressive 205 million opportunities to see, far exceeding the key performance indicator (KPI) of 10 million.
  • Media Coverage: Achieved 71 pieces of coverage, significantly surpassing the initial KPI of 20+.
  • Social Media Impact: Aldi’s social media platforms buzzed with activity, garnering 18,000 likes, shares, and comments, reflecting the campaign’s resonance with the audience.
  • Sales Growth: Kantar research highlighted Aldi as the “only major supermarket” to witness a sales increase for the month year-on-year (YOY), with sales up by 0.4% compared to the same period the previous year, attributing to the innovative campaign’s success in enhancing Aldi’s market presence and consumer appeal.

Connect with us

Explore how Cirkle PR and Pimento can creatively elevate your brand and navigate complex challenges to achieve remarkable results.

For more insights into our strategic approaches and to discuss how we can support your brand’s objectives, reach out to us here.