SAINSBURY’S didn’t do their image any favours when they got heavy-handed with shopkeeper Jel Singh Nagra who named his convenience store Singhsbury’s.

The giant retailer threatened legal action if he carried on using the name, proving that they have a serious sense of humour bypass. Surely their huge retail trade is not seriously threatened by a small Tyneside shop?

Just to prove he still saw the funny side of it, the shopkeeper changed the name to Morrisinghs.

Fortunately, that other famous retail chain took a different, rather more generous approach and wished him well. In fact, they’re Singhing his praises.