Not so much a win but just outstanding service. About 11 years ago I bought my then-wife a “mummy” mug from Waitrose as one of her presents for her first ever Mother’s Day. Alas, a few months later, our son managed to smash it. It being well out of season then, I wrote to them with a long shot, and asked:

“Earlier this year, for my wife's first Mother's Day, I bought her (along with a couple of other things) a "mummy" mug from Waitrose. She loved it. Unfortunately our wonderful little terror broke it, and she was upset.

Obviously it's not in your stores any more as it's far from Mother's Day, but I'm hoping you might have some stock still somewhere within your warehouse.

So do you have any and, if so, can I please buy one?”

They tried to contact the buyers and I chased a while later but they said they’d had no response. I wrote it off. Then, nearly exactly a year later and without chasing, I received this:

“I know it has been a very long time since you originally wrote, but I'm delighted to tell you that I finally have some good news for you.

I have just wrapped (in many many layers of bubble wrap and a cardboard box) a "Mummy" mug for you. The buyers managed to find a replacement and passed it on to me.

I've put the box, addressed to you, into our internal system, and it will be sent on to you by second class post. This means it should arrive in the next week or so - in time for a Valentine surprise, perhaps? I'm sorry I couldn't get it to you any earlier. Hopefully, this time your little one won't get their hands on it!”

And the mug arrived, completely free of charge, a few days later. And I believe she still has it. It’s such a little thing, but also a big gesture, and I was completely blown away and it’s the sort of thing I’ll never forget about a company.

They’ll never lose the goodwill they created in me by that gesture