On the 31st of May 2011, a letter arrived at the office of one of Sainsbury’s supermarkets.

Dear Sainssssssssssssssssssssbbbbbbbyyyys,
Why is tiger bread called tiger bread? It should be called giraffe bread.
love from Lily Robinson age three and a half X Xxx.

A fortnight later, the customer care manager, Chris King, sent Lily a personal reply.

Dear Lily,
Thank you so much for your letter. I think renaming the 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 like a striped tiger. Maybe he was a bit silly.

I really liked reading your letter so I thought I would send you a little present. I have put a £3 gift card in with the letter. If you ask your mum or dad to take you to Sainsbury’s you could use it to buy some of your own tiger bread ( and maybe if mum or dad say it is okay, you can get some sweets too).

I am glad you wrote to us and hope you will spend the gift card. See you in the store soon.

Yours sincerely,
Chris King. ( age 27&1/3 ).

It was a clever, witty and friendly response.

Lily’s mother then posted both letters on Facebook. They went viral and became a topic of conversation on social media. With 14000 ‘ likes’ recorded, she started an online campaign nudging Sainsbury’s into action.

On the 31st January 2012, Sainsbury’s announced that “ in response to overwhelming customer feedback, from today, we will be changing tiger bread to giraffe bread”

It is easy for marketeers to analyse the figures and research and not hear individual voices and ideas. But this time there was general praise for the way Sainsbury’s handled the whole matter. A brilliant example of customer care, complete with the ’cute factor’.  It is wonderful to see a marketing dept listen and incorporate the feedback of a three and half year old customer.

Chris King received much praise for the way he handled the situation. He is now changed careers and training to be a primary school teacher!!

elieve in a world where everyone can get excited about future opportunities and work to make it happen.

Sunshine Yellows just seem to be full of life at work every day. They are naturally positive and can see the upside of life even when things get tough.

Their naturally outgoing, sociable, dynamic energy lifts the energy of the team as they love to provide a bit of a laugh. They worry about the team dynamic and want to ensure that everyone is involved. Their friendly, persuasive and animated behaviour can often help bring the group together.

You will always know when the Sunshine Yellow is in the room. They enjoy being in the thick of things and will be demonstrative in their views. Their love of speaking means they will use a disproportionate amount of the speaking time.

Sunshine Yellow on a Bad Day

elieve in a world where everyone can get excited about future opportunities and work to make it happen.

Sunshine Yellows just seem to be full of life at work every day. They are naturally positive and can see the upside of life even when things get tough.

Their naturally outgoing, sociable, dynamic energy lifts the energy of the team as they love to provide a bit of a laugh. They worry about the team dynamic and want to ensure that everyone is involved. Their friendly, persuasive and animated behaviour can often help bring the group together.