Sainsbury Takes Advice from a 3 1/2-Year Old Lily Robinson



Source of Above Photographs:

Lili Letter

Chris Letter

Source of Above Photographs:

In May 2011, Lily Robinson (who was then age three and a half years old) looked at a loaf of Sainsbury’s tiger bread and thought that it resembled a giraffe much more than it did a tiger. Therefore, with the help of her parents, she wrote a letter suggesting a name change to Sainsbury’s customer service department: “Why is tiger bread called tiger bread? It should be called giraffe bread. Love from Lily Robinson age 3 1/2.” Customer support manager Chris King (who was then age 27 and 1/3) wrote back and agreed with her: “I think renaming tiger bread giraffe bread is a brilliant idea — it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn’t it? It is called tiger bread because the first baker who made it a loooong time ago thought it looked stripey like a tiger. Maybe they were a bit silly.” Mr. King also sent her a Sainsbury’s gift card. Lily’s mother posted the letters on her blog, and they went viral — with the result that Sainsbury’s changed the name of the bread. Some info was posted near the newly named bread: “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.” Sainsbury’s also announced, “In response to overwhelming customer feedback that our tiger bread has more resemblance to a giraffe, from today we will be changing our tiger bread to giraffe bread and seeing how that goes.”

For Further Information: Gregory Ciotti, “10 Customer Service Stories That Will Restore Your Faith In Humanity.” Buffer. Blog. 17 September 2013

For Further Information: “Tiger bread renamed giraffe bread by Sainsbury’s.” BBC. 31 January 2012

For Further Information: John Stevens, “Giraffe bread hits the shelves! Sainsbury’s officially changes name of tiger variety after three-year-old’s letter goes viral.” Daily Mail (UK). 1 February 2012

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