In the News: Best Corporate Apology Ever Posted to Twitter?

Sainsbury's Hulk Hogan TweetSainsbury’s has this whole Twitter thing down cold. Earlier this week, popular U.K. blogger October Jones complained that his chicken sandwich from the grocery chain “tastes like it was beaten to death by Hulk Hogan.” The company’s official PR account promptly responded: “Really sorry it wasn’t up to scratch. We will replace Mr. Hogan with Ultimate Warrior on our production line immediately.” (If you’re not a child of 1980s pop culture, you can rediscover both of the poultry pounders here). Completing a nice Twitter tandem, another Sainsbury’s corporate account replied with a phone number for Jones to call and said the company sincerely regrets that “you had to wrestle your way through the sandwich.”

Sainsbury’s is proving quite responsive to all sorts of unconventional customer complaints. Earlier this year it pledged to change the name of its Tiger Bread to Giraffe Bread thanks to an online campaign that began with a 3-year-old’s letter.

Source:, May 29, 2012. Author, David Griner.

What would your reaction be if you were October Jones? Would Sainsbury’s use of humor satisfy you, amuse you or make you even more disgruntled?

How you tried to use non-conventional response types (like humor) to customer complaints? Did they work?

In what ways does this major retailers’ example lead you to evaluate and potentially change the way you interact with your customers on social media platforms?

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