Renaming a bakery loaf after a young customer’s letter
Most letters to a grocer get a kind reply. Lily Robinson, age 3½, asked why tiger bread wasn’t called giraffe bread. Sainsbury’s renamed it.
The branding lesson
In 2011, three-year-old Lily Robinson wrote to Sainsbury’s: “Why is tiger bread called tiger bread? It should be called giraffe bread.” Customer manager Chris King called renaming it “a brilliant idea” and enclosed a £3 gift card. When her mother’s post of the letters spread on Facebook, Sainsbury’s renamed the loaf Giraffe Bread in January 2012.
Read the whole lesson, free.
Create a free account to open the takeaway and the psych of why it works on every card. No card needed.
The psych of why it works
Free with an accountSteal the thinking
Members onlyCredits and sources
- Brand
- Sainsbury's · Visit Sainsbury's
- Image
- Sainsbury's
- Found via
- Sainsbury Archive
- Industry
- Grocery and retail
