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    The peanut butter recall of 2009 consumers embraced social media. Organizations such as the Canadian Food Inspection Agency (CFIA) and the UK's Food Standards Agency leveraged social media to warn consumers about contaminated brands like just desserts, Tree Huggin' Treats and Luna Bars. Consumers expressed their peanut butter fears (and passions) online online conversations turned negative Avoid getting caught in the crossfire.

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    The peanut butter recall of 2009 consumers embraced social media. Organizations such as the Canadian Food Inspection Agency (CFIA) and the UK's Food Standards Agency leveraged social media to warn consumers about contaminated brands like just desserts, Tree Huggin' Treats and Luna Bars. Consumers expressed their peanut butter fears (and passions) online online conversations turned negative Avoid getting caught in the crossfire.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
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    120 views9 pages

    Diversey CGF Breakfast Session

    Uploaded by

    Diversey
    The peanut butter recall of 2009 consumers embraced social media. Organizations such as the Canadian Food Inspection Agency (CFIA) and the UK's Food Standards Agency leveraged social media to warn consumers about contaminated brands like just desserts, Tree Huggin' Treats and Luna Bars. Consumers expressed their peanut butter fears (and passions) online online conversations turned negative Avoid getting caught in the crossfire.

    Copyright:

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    of 9

    Social Media Communities Impacting

    the Industry at Large


    Friday, February 18th at 7:45 AM
    Case Study: 

    The peanut butter recall of 2009

    2
    Consumers embraced social media
    In the US:
    §  FDA Peanut Butter Recall widget was used 1.4M
    times in just 9 days following launch, and appeared
    on over 5,000 different websites (Feb. 2009)
    §  FDA Recalls Twitter feed had over 1,600 followers
    (Feb. 2009)
    §  FDA’s Peanut Butter Recall blog received over
    14,000 total pageviews within a month of the FDA
    announcement

    3
    Consumers embraced social media
    … and around the world:
    §  Organizations such as the Canadian Food
    Inspection Agency (CFIA) and the UK’s Food
    Standards Agency (FSA) leveraged social media to
    warn consumers about contaminated brands like
    Just Desserts, Tree Huggin’ Treats and Luna Bars

    4
    Twi3er  Messaging   Bu3ons  &  Badges   Podcasts  

    Bloginars   Recall  Blog   Social  Networking  Sites  

    Mobile  content    
    Widgets   Online  Video  

    5
    Consumers expressed their peanut
    butter fears (and passions) online

    6
    Online conversations turned negative

    Pre-recall Post-recall

    Source: Nielsen – Brand Association Map (2009) 7


    Avoid getting caught in the crossfire

    8
    Cases around the world

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