Sainsbury’s is the third largest chain of supermarkets in the United Kingdom with a share of the UK supermarket sector of 16.5%. Sainsbury’s was founded in 1869 in London. One of their product was Tiger Bread. Lily Robinson, a three year old girl thought that the Tiger Bread sold in Sainsbury’s doesn’t look like a Tiger, but a Giraffe. So she wrote a letter to Sainsbury’s asking them why it’s not called Giraffe Bread instead.
Sainsbury’s customer manager Chris King happened to agree with Lily and responded with a letter that started:
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?
He went on to explain the origins of the bread’s name and questioned the Zoology skills of the baker who came up with it.
It is called tiger bread because the first baker who made it a looong time ago thought it looked a bit stripey like a tiger. Maybe they were a bit silly.
And to make it better, He also included a three-pound gift voucher for Lily to spend in the store, which she could use
to buy some tiger bread (and maybe if mum and dad say it is OK you can get some sweeties too!)
Lily’s mother went on to upload the letters to Facebook, starting the ‘Campaign to change Tiger Bread to Giraffe Bread at Sainsbury’s’ which went viral, registering hundred of Facebook ‘likes’ and comments, and nudging Sainsbury’s into action.
In response to overwhelming customer feedback that the tiger bread has more resemblance to a giraffe, from February 1, 2012, Sainsbury’s changed their tiger bread to giraffe bread, with a note -
Thanks to a clever suggestion from one of our customers we’ve changed the name of our tiger bread to giraffe bread. Don’t worry, the recipe hasn’t changed and the bread still tastes as great as ever.
Generally, most of the companies would have put such suggestions to their trash bins. The appreciable points in this episode are their customer care, giving importance to each letter/suggestion from their customers and the marketing & branding flexibility of Sainsbury’s. Also, this proves again the relevance and power of social networking.