“Renaming tiger bread giraffe bread is a brilliant idea.”

June 17th, 2011 35 Comments By Paul Smith

Supermarkets have far more important things to do than entertain silly questions from three year olds. Although it’s not really a silly question that Lily asked, and Sainsbury’s wholeheartedly agreed (click to see the full-size images).

This is the sort of simple customer service that wins over a customer for life. We’re off to buy a hat so we can doff it in Sainsbury’s direction.

Tiger bread 1 334x500 Renaming tiger bread giraffe bread is a brilliant idea.

tiger bread 2 332x500 Renaming tiger bread giraffe bread is a brilliant idea.


Comments (35) Jump to most recent comment
  1. Posted by ExtremelyCreamy June 17, 2011 at 3:47 pm

    Hat’s off to Bitterwallet as well for running this post. What a wonderful ray of sunshine in amongst the bitter and twisted bile for a Friday afternoon. Actually made me smile.

  2. Posted by Grumpy June 17, 2011 at 4:10 pm

    Chris King is a lovely person. I love the fact he signed off with his age, too. More companies should employ people like him. It doesn’t hurt to be nice like this every now and again.

  3. Posted by Stuart Spence June 17, 2011 at 4:45 pm

    Agreed – they have won a customer for life and possibly a few more with the care and ‘niceness’ of the reply. Positive press for less than £4 – brilliant

  4. Posted by Zeddy June 17, 2011 at 5:32 pm

    Bullshit. She’ll take one look at Sainsburys’ prices and piss off down to Asda.
    I hope they honour the Sainsburys gift card.

  5. Posted by PlatinumPlatypus June 17, 2011 at 5:33 pm

    Unfortunately most customer service drones don’t have the authority to give out £3 gift cards willy-nilly. Mr King is probably a bit higher up.

  6. Posted by Michael June 17, 2011 at 5:50 pm


    Hope the bloke that wrote the response gets rewarded for starting some good publicity, although I doubt it when the customer careline gets inundated with similar letters !

  7. Posted by Damien June 17, 2011 at 6:47 pm

    Chris King probably works in a call centre and had to ask permission to break free from protocal and write the letter in that style. They could have given a £5 out.

  8. Posted by Dave June 17, 2011 at 9:16 pm


    Chris may work in a call centre, but at least he or she can spell “Protocol”


  9. Posted by crap June 17, 2011 at 9:43 pm

    peadophile grooming if ever i saw some

  10. Posted by mr orange June 18, 2011 at 11:29 am

    This is exactly the type of free style writting sainsburys use everyday, both via care line and the finance centre. I know, i work for the finance centre. Hat off to chris though for making it that little extra special.

  11. Posted by zax June 18, 2011 at 1:10 pm

    Very good response from Sainsbury’s.

    Now that is what customer service is!

  12. Posted by Stubbs June 18, 2011 at 4:02 pm

    Why is it that some people always have to belittle and pick holes in every “feel good” story that’s published? Who cares if Chris had to get special permission to write that letter? The fact that Sainsburys replied to a little girl in the first place is commendable where they could have just binned the letter.
    Well done to Chris for the care and thoughtfulness that went in to replying. It’s the personal touches like this that make people smile when they’re having a bad day. It certainly makes me want to shop at Sainsburys instead of a store that is only interested in taking your money.

  13. Posted by RebelNine June 18, 2011 at 5:07 pm

    Really nice thing to do and somehow I just can’t imagine Tesco doing the same; they’d be more likely to reply threatening legal action or somesuch!

  14. Posted by Fullmoon June 19, 2011 at 9:49 am

    I love this response. I am sure other people will like it too. Doesn’t really matter even if Chris gave the kid 1p gift card , this really make Sainsbury looks good in customer service dept.

    I hope other Supermakets employ the guy like Chirs because some of them just sign in and out daily to read the script in their shift and can’t do anything special. Shame.

    Well done to Sainsbury and Chris King!!

  15. Posted by PokeHerPete June 24, 2011 at 1:02 pm

    That is really nice.

    It is a shame that such things will be considered a deal by the cheapskates on HUKD by getting their kids to write pre scripted letters to get free vouchers.



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  17. £3, stingy cunts lol.

    well at last he can get 10 fags :D

  18. Posted by Christy Laverty January 24, 2012 at 6:27 pm

    this is fantastic. I like that he directed the letter back to the child and not the parents.
    Very cute all around

  19. Posted by Amy January 25, 2012 at 10:42 am

    Thumbs up for Chris!
    Lovely letter – fine example of great customer services.

  20. Posted by Paul January 25, 2012 at 10:54 am

    I wonder if this is the same Chris who mans (womans) the Twitter feed? Had an ongoing issue with Sainsburys for a number of years that Chris, Ciaran, et al have been looking into but never any resolution.

    That being said, this is a lovely examply of customer service. Well done, Chris King!

  21. Posted by Justin January 25, 2012 at 1:20 pm

    People are trying to belittle this gesture by saying £3 is stingy? WTF?
    Remember the child is just 3 and a half, as a parent myself I think Chris judged it just right.
    It’s all about the fact that the kid actually got a response and not just a computer generated bog standard reply.
    It was such a lovely and simple thing to do, in such a cold and bitter world!

  22. Posted by Paul January 25, 2012 at 2:12 pm

    Nice reply, but given that this has now gone viral Sainsbury’s should really think about actually renaming Tiger Bread as Giraffe bread.

    But even without that, the kid is right. It does look much more like Giraffe Bread

  23. Posted by Nick Tann January 25, 2012 at 3:29 pm

    Hi, I’m researching this story and hoped you could tell me how you found out about it?
    Thank you

  24. Posted by peter tesco January 25, 2012 at 5:54 pm

    very clever marketing sainsburys, very clever indeed !

  25. Funny how most people assumed Chris was a “he”. I automatically thought it was a “she”, since I know one with that very name.

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  27. Posted by Magpie11 January 25, 2012 at 8:24 pm

    I still remember when Sainsbury’s was an ‘old fashioned’ grocery shop with real people helping little boys like me do their grannie’s shopping. It’s good to see that some of that spirit remains.
    Oh yes £3-00? One for each of her years…about right that.

    Oh yes…maybe a woman would have written it by hand.

  28. Posted by Andrew King January 25, 2012 at 8:46 pm

    That’s thoughtful and kind act typifies his character.

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  30. Posted by LuggyLover January 26, 2012 at 8:52 am

    Luggy approves :-)

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  32. That’s awesome. It’s people like that who should be taking in Million Dollar bonuses.

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  34. Posted by Lisa February 1, 2012 at 10:23 pm

    Fantastic customer service and well done, Sainsburys. Can’t imagine the faceless organisation that is Tesco doing this sort of thing. I will redouble my efforts to spend my money with Sainsburys now – and may even spend some time thinking up some awkward questions for them!

  35. Posted by Bex February 4, 2012 at 8:15 am

    Well done Sainsburys, for great customer service and Chris for making it special. Hats off to Sainsburys.

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