Sainsbury’s get it right with Giraffe Bread

Continuing a bit of a Supermarket marketing theme, few do it better than Sainsbury

Courtesy of Dave Trott:

Tiger Bread

Sainsbury’s Tiger Bread was nothing special. A fresh baked white loaf named many years ago by a baker who thought the patterning on top resembled a tiger.

A 3 year old (with the help of her Mum) wrote a letter to Sainsbury’s, suggesting it looked far more like the patterning of a giraffe than a tiger.

A guy from Sainsbury’s customer service took the trouble to reply with a light hearted letter, and agreed it did indeed look far more like a giraffe.

Mum posted both letters on her blog. People began tweeting about it and re-posting on their own blogs.

As a result Sainsbury’s have changed the name to Giraffe bread.

No expensive ad campaign. No repackaging. No change of recipe. No price change.

Loads of positive PR and column inches for Sainsbury’s for virtually no investment.

Google Tiger Bread. It’s not recipes you see listed, it’s ”Sainsbury’s is renaming…” ”Sainsbury’s changes…” ”Sainsbury’s rebrands…” ”Sainsbury’s letter…”


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