How a three year-old girl changed Tiger to Giraffe
Sainsbury’s has renamed its stripy Tiger Bread as ‘Giraffe Bread’ after a 3-year-old girl wrote in to complain about the name. The letter became an internet sensation, and the new Giraffe loaves went on sale yesterday.
A little girl, Lily Robinson, was confused when she saw a loaf of bread called ‘Tiger’ which for her looked like a giraffe.
So, helped by her mother, she wrote a letter to the manufacturer, Sainsbury’s telling them so.
“"Dear Sainsssssssssssssssssssbbbbbbbbbbbburyyys, Why is tiger bread called tiger bread?" she asked. "It should be called giraffe bread. Love from Lily Robinson age 3 1/2"
Astonishingly, Chris King, an executive at the customer service team read the letter, drafted a delightful reply (accompanied by a gift coupon) and mailed it to Lily.
"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?" King wrote. "Perhaps, the baker who first made the bread a "looong time ago thought it looked stripey like a tiger”, and, "Maybe they were a bit silly."
The child's mother posted the correspondence on her blog.
More than a year later, the blog post inexplicably went viral on social media, with Facebook groups rooting for young Lily and praising Chris King, the customer service executive.
Sainsbury's reacted — and changed the name of the bread.
There are millions of companies who receive millions of letters from customers every day, millions of e-mail messages, millions of social media updates. Most go unread.
But if you have a Chris King around, magic could happen. If you’re a customer focused company, get yourself a Chris King.
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