chobani - pr case study
TRANSCRIPT
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?