Sainsbury's rebrands Tiger bread after request from 3 year old

Sainsbury's rebrands Tiger bread after request from 3 year old

Summary: Sainsbury's has rebranded its Tiger bread to Giraffe bread after receiving a letter from 3 and a half year old Lily. Listening to the customer is good for your reputation - no matter how old the customer happens to be.

SHARE:
TOPICS: Google, Software
7

UK supermarket Sainsbury's has rebranded its Tiger bread to Giraffe bread after receiving a letter from 3 and a half year old Lily Robinson.

Lily wrote a letter to the UK supermarket asking why Tiger bread is not called Giraffe bread. Look at the photo and Lily's letter to see why she thought that it needed to be renamed.

Customer Service Manager Chris King (aged 27 and 1/3) responded to her letter saying that it was a 'brilliant idea'. He explained why the bread was originally named Tiger bread, and he enclosed a £3 Sainsbury's gift voucher for her to spend.

The Facebook photo with Lily's original letter and Sainsbury's response has been liked on Facebook over 153,000 times. Searches for Tiger bread have jumped massively in Google trends and Chris King has been branded a customer service legend on a Facebook Fan page.

Tiger bread gets its mottled appearance from painting the surface of the loaf with rice paste before baking. It tastes crunchy -- with a slightly different taste to ordinary white bloomers and it makes really nice soft sandwiches.

In response to the request, today, Sainsbury's announced that they would be renaming Tiger bread to Giraffe bread and have credited Lily with the original idea.

Lily's parents, who are not making any money from the rebrand, are handling the media explosion in an ethical way, asking that donations be sent to charity.

The really nice thing about this story is that Sainsbury's has acted wonderfully. It saw a great idea from a young girl and decided to implement it -- without any grand fanfare -- just a quiet press release giving full credit to Lily.

Listening to the customer

There are so many examples of people using social media to complain about poor customer service that it's great to read about brands that value their relationship with the customer.  Sainsbury's has listened and changed one of its brands because it seemed right.  Not because it would bring in any extra revenue, or in response to sustained lobbying by fans to make things better.

One person had an idea, another person thought it was a brilliant idea and a product line now has a new name.

Wouldn't it be nice if more social brands could be this flexible with their customers?

Sainsbury's, I'll be delighted to eat your Giraffe bread. Thank you for caring about the voice of the customer -- no matter how old they happen to be.

Related posts:

Topics: Google, Software

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Talkback

7 comments
Log in or register to join the discussion
  • RE: Sainsbury's rebrands Tiger bread after request from 3 year old

    What took so long? This was talked about last summer with the letter going out to Sainsbury in May 2011.

    http://threescore.files.wordpress.com/2011/06/letter.jpg
    hjenkins1
  • RE: Sainsbury's rebrands Tiger bread after request from 3 year old

    What is funny is that this article in a tech blog throws around words like social, facebook, media and this whole business was handled completely via pen and paper....and snail mail.
    wendellgee2
    • RE: Sainsbury's rebrands Tiger bread after request from 3 year old

      @wendellgee@... That is a fun observation! And yet, it was only when it went viral through social media that it turned from a cute 1:1 interaction into a product change. Eileen does a good job of highlighting how the new world of social networking brings the voice of the citizen right down to a small-scale issue.
      timsneath
  • RE: Sainsbury's rebrands Tiger bread after request from 3 year old

    Dangit, people, I'm not supposed to be tearing up at work!
    dsf3g
  • I prefer Tiger over Giraffe myself

    But it proves this company is anything but flat footed, and more importantly, knows where it's bread is buttered.
    klumper
  • RE: Sainsbury's rebrands Tiger bread after request from 3 year old

    Actually it looks more like leopard than tiger but giraffe works also.
    robertsandwith
  • RE: Sainsbury's rebrands Tiger bread after request from 3 year old

    And she was given a 3 pounds voucher???<br><br>All that publicity and all they could manage was 3 pounds?<br><br>Shame on you Sainsburys!
    rizla01