Food Product Recall
ISSUE
A well-known, family-owned meat company with distribution across 15 states announced a product recall after an investigation by the U.S. Food and Drug Administration indicated possible contamination.
APPROACH
The team committed to communicate openly and honestly with media and the public about the situation. This would ensure consumers had access to the right information and the media was able to provide accurate updates. The company immediately launched an event-specific website providing details about which products were part of the recall and who to contact for questions or additional information. The website was updated regularly with letters from the company owners and the CEO expressing sincere concern for the situation and a commitment to investigate, mitigate and come back stronger than before. The event was brought to closure by announcing a new path for the company and ensuring customers that safe, quality products will continue to be available.
RESULTS
The company's rapid response resulted in positive media coverage and overwhelming customer support. Throughout the investigation process, customers appreciated the company's response and expressed their loyalty to the products. When products returned to stores, sales immediately returned to pre-event levels.