UK supermarket changes to ‘giraffe bread’ after child’s appeal

Posted Feb 1, 2012 by Tim Sandle
The British supermarket Sainsbury’s has changed the brand name one of its popular products - ‘tiger bread’ – to ‘giraffe bread’, following an appeal from a three-year old girl.
The giraffe loaf. Sainsburys have now renamed the tiger loaf.
The giraffe loaf. Sainsburys have now renamed the tiger loaf.
Leo Reynolds
The trigger for Sainsbury’s action follows a letter from the three-year old going viral. The Daily Mirror notes that in May 2011 the Lily Robinson wrote to the supermarket giant requesting that their bread, known for its patterns, be renamed from ‘tiger bread’ to ‘giraffe bread’, because of the patterns looked closer to the spot marking on a giraffe rather than the stripes of a tiger.
‘Tiger bread’ is a bloomer loaf with a pattern baked into the top formed by rice paste being brushed onto the surface prior to baking. As the bread dries and is baked it forms a spot-like pattern.
According to The Daily Mail, Lily wrote in her letter: “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?”
Sainsbury’s replied to the girl indicating that the idea was worthy of merit. The girl’s mother then posted her daughter’s letter and the supermarket’s reply on her blog site.
The blog posting picker up a flurry of interest and went ‘viral’, being emailed, tweeted, posted and ‘Facebooked’ across the web. According to the Huffington Post, up until the announcement by Sainsbury’s, a Facebook Page was liked over 150,000 times and shared over 48,000 times. As a result of the high level of interest, Sainsbury’s have taken the unusual step and have agreed to e-brand the bread.
Sainsbury is the third largest supermarket in the United Kingdom with a share, according to Bloomberg, of the UK supermarket sector of around 17%
The BBC quotes a statement from Sainsbury’s which reads: “"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.”
An interesting and heart-warming gesture by the supermarket, although they have also generated some valuable publicity from the re-branding exercise.