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I can hardly believe this isn't a spoof even though it's on the BBC. http://www.bbc.co.uk/news/business-16812545
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It's clever marketing, that letter did its rounds on Reddit and Facebook (I must have seen it at least twenty times on different friends profiles).
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It did seem weird in the article that the letters were from May, and they suddenly became popular recently
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they were popular then. I've a feeling the recent resurgence is a bit of viral marketing on sainburys part.
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