So in December lots of people noticed that this Puma jacket being sold on Asos looked pretty identical to the ~iconic~ staff uniform at Sainsbury's.
It wasn't long until people who actually work for Sainsbury's decided to do a helpful side-by-side to illustrate the point.
Then, almost out of nowhere, Sainsbury's came out swinging to win the internet on Thursday. It tweeted what looked like an Asos fashion shoot in response to the viral meme and added this cheeky caption:
Let's be honest, the shot was straight 🔥. And a Sainsbury’s spokesperson confirmed to BuzzFeed News that the models are in fact Sainsbury's staff. 🔥 🔥
The spokesperson said: "We love our uniforms and it’s great to see other people like them too."
People are loving the response.
And called it "the best thing ever".
It got the ultimate compliment:
Asos had to admit defeat because, c'mon, there was a clear winner.
Big brands doing PR on Twitter but make it banter. 😜
BuzzFeed News has reached out to Puma.
Sainsbury'sVia Sainsbury'sPumaVia Puma
Victoria Sanusi is a reporter for BuzzFeed News and is based in London.
Contact Victoria Sanusi at firstname.lastname@example.org.
Got a confidential tip? Submit it here.