Sainsbury’s renames tiger bread as giraffe bread following social media response to Lily’s letter
Sainsbury’s renames tiger bread as giraffe bread following social
Last year, three-and-a-half-year-old Lily Robinson asked Sainsbury’s why tiger bread was called tiger bread when it looks much more like a giraffe.
Customer manager Chris King replied to her letter, telling her he agreed and that the people who came up with the name were ‘a bit silly’.
The girl’s mother posted the letters on her blog, where they were picked up by Facebook and Twitter, with one particular Facebook post liked over 150,000 times and shared over 48,000 times. The popularity of the letter on social media channels led to the story being picked up by several media outlets.
Sky Living reporter Victoria Joy has even ‘proposed’ to King after seeing his letter.
Following this, Sainsbury’s has now decided to change the name of the bread to giraffe bread from today, and will see if this lead to an increase in popularity.
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11/05/2012
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That's pretty cool
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Call me cynical but me thinks this may be a bit of a get some kid from a friend of the 'the agency' and get them to write a letter, so we can get a great PR story going. Obviously worked. The bread does taste great though!
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@peter15381 Probably you could be right, anyway a good creative idea for marketing I would say....
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One of the best customer services responses I've seen.
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Brilliant. Just brilliant.
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This is, without a doubt, a very clever PR campaign. Who is their PR agency?
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Blue Rubicon: http://www.bluerubicon.com/
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It was actually their digital agency Dare. I don't think the PR agency were involved.
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Good PR move!
I don't credit Sainsbury's with the ingenuity to invent Lily Robinson and fake the whole thing, but they understandably seized the opportunity to turn a feel-good story about a friendly Sainsbury's employee into a feel-good story about a friendly supermarket chain.
Full opinion (illustrated!) here: http://bit.ly/AcY2XD.
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The fact that Sainsburys are looking out for blogs and responding by defending themselves makes me even more cynical.
Sainsburys haven't invented Lily, she does exist as she's signed the typed up letter he mummy did for her and then put it on her blog, so the shoots of the campaign could get going at some point to make it look even more believable.
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Great feel good story and well handled by Sainsburys. Lots of conspiracy theorists on here :)
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