Lots of stories in the new have caught my attention but none more so that the David and Goliath battle in the frozen desserts aisle and it really got me thinking – is your brand bigger than your reputation?
When Aldi took on M&S over the saga of “Colin the Caterpillar”, Aldi seemed to get a lot of positive media support but how quickly it can all change. Aldi now seem to be in the firing line and their reputation is being called into question.
In the world of business, it’s not uncommon to see the giants of industry flexing their muscles, often at the expense of smaller players. But when does competition cross the line into blatant imitation? One small business is finding itself in a classic David and Goliath battle after supermarket chain Aldi allegedly copied one of its flagship products.
The product in question? Freezecakes – a dessert brand from Pleese. These frozen cheesecakes have been making waves in the dessert aisle, delighting customers and available from the Co-Op and Waitrose. But, Pleese’s joy turned to dismay when they discovered that Aldi had released a strikingly similar product under the same name, with nearly identical packaging, slogans, and flavours.
So, why does this matter in the world of branding and marketing?
It’s about more than just protecting intellectual property; it’s about fairness and respect for the hard work and creativity that small businesses pour into their products. In an industry dominated by big players, small businesses rely on their unique offerings and brand identity to stand out from the crowd. When those efforts are undermined by copycat tactics, it not only hurts the bottom line but also erodes trust and goodwill among consumers. It can also damage a good reputation. People will vote with their wallets.
In this case, I hadn’t heard of this brand or Freeze Cakes but I have now and I really want the real thing! Supporting small businesses is key for me in this case. Taking a look at Pleese’s socials and they have capitalised on this and doing a sterling effort. While Aldi has championed smaller players in the past, their actions in this instance leave a sour taste in the mouth, highlighting the double standard at play in the world of business.
As consumers, we have the power to vote with our wallets and support businesses that uphold principles of fairness and integrity. While the outcome of this David and Goliath battle remains to be seen, one thing is clear: small businesses like Pleese deserve to be celebrated and protected, not overshadowed by corporate giants.
So, the next time you reach for a dessert in the freezer aisle, remember the story behind the product and the people who poured their passion and creativity into bringing it to life.
Pop over and give Pleese a follow and show them some support and I will be following this case with interest:
Facebook – Click here
Instagram – Click here
Read More:
The Ultimate Guide to Local SEO: Ranking Higher in Google Search for Your City
In today's digital world, it is more important than ever for local businesses to have a strong online presence. Local SEO (search engine optimisation) is a powerful tool that can help you rank higher in Google search results for your city, making it easier for...
Unlock Success in 2024: The Power of Effective Planning
The dawn of a new year often comes with a flurry of resolutions and fresh starts. For businesses, it's a time to reflect on past achievements, learn from experiences, and set ambitious goals for the future. As 2024 approaches, there's no better way to position your...
December Content Ideas: A Guide to Festive Marketing Brilliance
As the year draws to a close, December emerges as a month brimming with festivities, celebrations, and opportunities for businesses to shine. With the holiday spirit in full swing, consumers are more receptive to engaging content and eager to connect with brands that...