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If you don’t know, Caterpillar Cake is a pretty big thing in the UK. It’s a cultural phenomenon. Young or old, it’s standard procedure to be bought a chocolate caterpillar cake for your birthday. Now that’s out of the way... Situation: On the morning of 15th April 2021, Marks and Spencer’s launched legal action against Aldi for infringing a trademark on their caterpillar cake, Colin. Papers filed at the High Court stated the design of Aldi’s caterpillar cake, Cuthbert, was too close to their much-loved Colin. Despite other supermarkets all having their own caterpillar creations, Marks & Spencer’s stated it wanted to ‘protect Colin’s reputation’ and it was Cuthbert who was benefitting from Colin’s success. Cuthbert was, they alleged, the copy-caterpillar. Brief: How do we respond to the legal action by M&S in a way that reflects Aldi’s brand, character, and tone? Objectives: Win public opinion. Gain public support.