chobani - pr case study

PR Case StudyLibby Duong & Katie

Beaudoin

About the company:

The Crisis-In August 2013, customers turned to social media to report bulging, fizzing yogurt

-300 complaints of flu-like symptoms

-Tainted yogurt from a specific batch made at their Idaho manufacturing plant

https://www.polleverywhere.com/multiple_choice_polls/L45esU2qEQL5q

RG

How Chobani Reacted

- Used company blog as primary source of communication

- Voluntary withdrawals- Within retail stores

- With the FDA

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First customer complaints: August 20th

First response from Chobani: August 30

Final statement from Chobani: October 2

Customer Reactions & Responses

Customer Reactions & Responses

Retailer Response

-Corporate spokespeople provided comments to the media that were in line with Chobani’s messaging

-Removal wasn’t about food safety, it was a proactive measure

Media Response -Idaho Statesman

-Associated Press

-National attention

-Focus went from informing the

public to gathering comments from FDA Spokespeople

1) How could have Chobani avoided criticism early on?2) Did Chobani use social media platforms to their advantage during this

situation? 3) If you were a competitor, how would you use Chobani’s scandal to your

advantage? 4) As a consumer, would you continue to buy Chobani products after this

scandal?