3-Year-Old’s Complaint Letter Prompts Sainsbury’s To Rebrand Their Bread

3-Year-Old’s Complaint Letter Prompts Sainsbury’s To Rebrand Their Bread

UK grocery chain has given into a campaign, triggered by a 3-year-old girl, to change the name of its Tiger bread to Giraffe bread.

Kyana Gordon
  • 2 february 2012

The saying,”The customer is always right!” has been proven by UK supermarket chain, Sainsbury’s. Thanks to an online campaign, the grocery king has announced it will change the name of its Tiger Bread to Giraffe Bread. Last year, 3½-year-old, Lily Robinson wrote a pointed letter to Sainsbury’s after being confused by the product in her mother’s shopping cart. She asked: “Why is Tiger Bread called Tiger Bread? It should be called Giraffe Bread” because the patterns looked closer to the spots on a giraffe, than the stripes of a tiger. Prior to baking, rice paste is brushed onto the top of the loaf, and as the bread dries and is baked it forms a cracked, spotted pattern.

Sainsbury’s customer manager, Chris King agreed with Lily and replied with a letter saying:

I think renaming the bread giraffe bread is a brilliant idea – it does look more like the blotches on a giraffe than the stripes on a tiger, doesn’t it?

After Lily’s mother posted the letters on her blog, and created the Facebook page, ‘Campaign to change Tiger Bread to Giraffe Bread at Sainsbury’s’, she set in motion a massive chain reaction. After thousands of likes and shares, Sainsbury’s officially changed the name.

The press release reads:

In response to overwhelming customer feedback that our Tiger Bread has more resemblance to a giraffe, from today we will be changing our Tiger Bread to Giraffe Bread and seeing how that goes.

What an excellent model for copywriters, customer service representatives, and common sense. Well done Lily!



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