In a rare bit of genuine humour from a supermarket giant, Sainsbury’s has taken to social to rebrand its vegan cheese offering as ‘Gary’, following an angry customer’s Facebook soliloquy that lambasted the grocer for branding its new coconut-based foodstuff a cheese.
The self-proclaimed “real cheese fan” expressed their opinion that “CHEESE IS NOT MADE WITH COCONUTS” on the social platform and suggested that Sainsbury’s “call it Gary or something don’t call it Cheese because IT’S NOT CHEESE!!!!!!” [sic].
As the internet jumped on-board with the idea of rebranding all vegan cheese Gary through the medium of meme and an official Change.org petition, AnalogFolk worked with its client team at Sainsbury’s to develop their own social response.
— Sainsbury's (@sainsburys) September 30, 2016
The result was a Gary-friendly rebranded package of the non-dairy snack in question, accompanied by the description 'Thanks to customer feedback, we’re excited to introduce our new range of #Gary.' The picture was posted on the supermarket’s Twitter and Facebook pages.
AnalogFolk reported an organic reach of 1.2 million on Facebook with an engagement rate of eight per cent. On Twitter the post received 250,000 impressions with an engagement rate of 13.3 per cent.