Fans, staff and a pair of oversized mascots packed into Marks & Spencer’s London headquarters as the retailer marked a milestone for one of its best‑known bakery creations. The event mixed nostalgia, confectionery theatre and a tongue‑in‑cheek nod to the classic blue plaque tradition to celebrate Colin the Caterpillar’s place in British food culture.
How M&S commemorated Colin with a heritage plaque
Marks & Spencer unveiled a commemorative green plaque at its head office in London. The display mimicked the style of English Heritage’s blue plaques, repurposed for a modern retail icon.
The plaque names Colin the Caterpillar as part of the M&S heritage collection, dating the cake’s debut and celebrating its continued presence in stores.
- Event location: M&S head office, London.
- Theme: playful homage to traditional heritage plaques.
- Inscription: a dedication connecting the product to the retailer’s cultural story.
On the day: ribbon cutting, costumes and cake
The launch had theatrical touches. A person in a Colin costume cut the ribbon and pulled back a curtain to reveal the plaque.
Another surprise was Percy Pig arriving in person to hand over a birthday cake—mirroring the confectionery rivalry and camaraderie between the brands.
- A costumed Colin revealed the plaque to applause.
- Percy Pig presented a second Colin cake as a gag and toasts followed.
- Guests sang Happy Birthday and took photos with the mascots.
What was on the menu and how Colin has evolved
Colin began life as a simple chocolate sponge roll with a whimsical face. Over decades, the character grew into a licensed brand.
Today the range spans cakes, cookies, gummies and party kits, all using Colin’s distinctive green appearance and smile.
- Signature cake: a 625g rolled sponge covered in milk chocolate.
- Decor: white chocolate splodges and Colin’s recognisable face.
- Expanded SKUs: Party Time Gums, Mini Party Cakes and Chocolate Cookies.
Partyware and event styling
Tables were dressed in Colin colours: green and yellow plates, napkins and themed cups. The display reinforced the cake’s role at birthdays and family gatherings.
Percy Pig’s plaque and the wider M&S iconography
Colin joins Percy Pig as an officially commemorated M&S character. A Percy Pig plaque has sat on the building since 2022.
M&S is turning popular food lines into cultural touchstones, framing snacks and cakes as part of the company’s identity.
- Percy Pig plaque installed earlier, now paired with Colin’s.
- The plaques act as light‑hearted tributes rather than formal heritage listings.
- M&S uses these activations to generate media attention and fan engagement.
Connie the Caterpillar and product spin‑offs
Colin isn’t alone. In 2016, M&S introduced Connie the Caterpillar, a companion product with a pink bow.
Connie has developed her own line of treats, from mini cakes to gummies. She boosts the brand’s appeal among younger buyers and collectors of themed sweets.
Why the campaign matters for shoppers and the brand
For customers, the plaques are a reminder of comfort foods tied to generations of celebrations.
For M&S, the stunt drives publicity and strengthens loyalty by elevating everyday products into cultural symbols.
- Media coverage gives the retailer free advertising across lifestyle pages.
- Fans get content and collectible moments to share on social platforms.
- Seasonal and permanent product ranges benefit from renewed attention.
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Naomi is a clean beauty expert passionate about science-driven skincare and natural remedies. She demystifies ingredients and shares routines that empower readers to glow — naturally.