Rebranding a product is usually the least heartwarming process in the world, which is what makes this news from Britain so refreshing. Grocery chain Sainsbury's has announced it will change the name of its Tiger Bread to Giraffe Bread thanks to an online campaign that began with a 3-year-old's letter. Last year, Lily Robinson (with help from her mom) wrote to Sainsbury's and asked: "Why is Tiger Bread called Tiger Bread? It should be called Giraffe Bread." The store responded with a nice note and a gift card, which Lily's mother posted on Facebook. That set in motion a chain reaction that saw thousands of Likes and shares on Facebook, along with news coverage around the world. This week, the store made the change official: "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." It's a coup for common sense, customer service and budding brand planners everywhere.
Publish date: February 2, 2012 https://dev.adweek.com/creativity/how-3-year-old-got-grocery-giant-change-product-name-137943/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT