Tiger Brands Fearful symmetry
Tiger Brands is defending – tooth and claw, if you will – its right to the use of words like “Tiger” and “Jungle” in the food industry. Arguably, it’s taking a rather more generous view of its purview than is strictly necessary: its trademark attorney’s Spoor and Fisher sent a letter to Gerald Veldman, owner of the ‘Jungle Foodie’ deli in Observatory, Cape Town, inviting him to have a chat with them about whether his restaurant was in conflict with the popular Jungle Oats brand. Veldman took a look at the names on the letterhead, did the numbers, and promptly changed the name of his business to Fork and Fresh, which will play well with the students who populate the area. Another business, the Harbour House Group, which owns the beer and pizza place ‘Tiger’s Milk’ in Hout Bay, has received a similar letter. Harbour House, being a larger entity, may well decide to fight back.
Comment: Is PR even a thing, these days? When in doubt, don’t take on the little guy, it’s a bad look, however honest your intentions.