Brands are jumping in on Sainsbury’s viral #Gary cheese win
Sainsbury may well have entered the social media hall of fame last week with #Gary.
Following the release of the U.K. supermarket’s range of dairy-free cheeses on September 28, a “real cheese fan” shared a lengthy Facebook post (now deleted) about why the products shouldn’t be called cheese as they contained no dairy, but something like “Gary” instead.
Sainsbury’s responded with a tongue-in-cheek announcement it was changing the product’s name to Gary. Its tweet and Facebook post vent viral, with over 1,500 and 4,100 shares respectively.
— Sainsbury’s (@sainsburys) September 30, 2016
On the day of the tweet, the hashtag #Gary was trending over London — and the mentions only snowballed from there. According to data from Brandwatch, the hashtag has been used 4,000 times this week, while Sainsbury’s saw a spike in overwhelmingly positive mentions: 78.6 percent of Sainsbury’s sentiment-categorized mentions are positive, while Gary’s sentiment is 96.7 percent positive.
Now other brands have been jumping in on the Gary magic. Today snack brand Ten Acre released a photoshopped version of its vegan cheese and onion crisps to read “When Gary Met The Onion.”
— Ten Acre (@10Acre) October 5, 2016
— Bute Island Foods (@ButeIslandFoods) October 3, 2016
Looking up “Gary” in the Sainsbury’s search bar shows seven items in its FreeFrom range, including grated and sliced cheeses. Meanwhile, the same search on independent food delivery site Ocado brings up 10 products in the non-dairy category. This includes products from Cheezly and Violife and a dairy-free cheese flavoured sauce from the company Free & Easy.
Waitrose, Tesco and Asda do not currently show results for “Gary.” Maybe they should call their vegan cheese Kevin instead.
More in Marketing
Marketing Briefing: Madison Avenue, Hollywood get closer, with marketers more ‘open to bigger investments’ in entertainment
Major marketers are looking to deepen the ties between Madison Avenue and Hollywood following the success of recent brand and entertainment efforts.
Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge
This shift has been brewing for quite some time — to be precise, since about four years ago, when Google first voiced concerns about third-party cookies in its browser.
The VCT Team Capsules represent the first time Riot Games has opened up an in-game revenue share opportunity to every team participating in one of its esports.