Pancake Day 2023: Which supermarket had the most engaging social media posts?

Pancake Day is always a flippin' great time for content creation, but which supermarket resonated most with its customers on social media this year? Maybe* analysed social media posts from popular supermarkets to find out who had the most engaging posts.

Maybe* data revealed the best-performing social media posts from supermarkets including Aldi, M&S, Tesco, and Asda.

“These figures show the power of social media and particularly the reach you can get from really engaging Instagram reels,”

“All of the supermarkets recognised the value to be gained in producing content that is not only beautifully shot but also, in guiding the viewer through a how-to recipe with the precise ingredients needed, they are providing a real incentive to go from online to in-store to make what they have seen.”


Polly Barnfield, OBE

CEO & Founder of Maybe*

Aldi anything but “crepe” on social media – as it tops supermarket table with nearly 600k pancake day Instagram views

"With supermarkets taking to social media to promote their Pancake Day offerings, discounter Aldi emerged as the most engaging, new analysis has shown, with an Instagram recipe reel on caramel protein pancakes chalking up an amazing 247,000 views and nearly 2,700 likes and two of its other pancake-related reels securing nearly 350,000 views between them.."

Pancake Day victory: it was anything but crêpe for discount giant Aldi

"Pancake Day is a marketing golden syrup for supermarkets in the UK, with up to 80% of British consumers celebrating the occasion. But, despite the high stakes, this year Aldi rose to the top snapping nearly 600,000 Instagram views –with one reel featuring a caramel protein pancake recipe chalking up 247,000 views alone."

No Crepes here: Aldi's Pancake Day social media breaks 600k mark on Instagram

"Aldi has been named the most engaging supermarket on social media this Pancake Day, clocking up nearly 600,000 Instagram views for its pancake recipes.

According to social media specialists Maybe*, the German discounter chalked up 247,000 views and nearly 2,700 likes for its caramel protein pancakes recipe, with two other pancake-related reels securing almost 350,000 views between them.

With most supermarkets taking to social media to promote their Pancake Day offerings on Shrove Tuesday, Morrisons was found to be the most active, with eight posts about the event."

Aldi anything but crepe on social media – as it tops the supermarket table with nearly 600k Pancake Day Instagram views.

"The analysis, conducted by social media specialists Maybe*, found Morrisons to be the most active of the multiples with eight posts about Pancake Day, including Instagram collaborations with influencers Dad Download and Hello Baker Girl, which received 23,000 views and 76,000 views respectively."