Download - Chobani - PR Case Study
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PR Case StudyLibby Duong & Katie
Beaudoin
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About the company:
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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
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https://www.polleverywhere.com/multiple_choice_polls/L45esU2qEQL5q
RG
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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
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Customer Reactions & Responses
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Customer Reactions & Responses
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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
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Media Response -Idaho Statesman
-Associated Press
-National attention
-Focus went from informing the
public to gathering comments from FDA Spokespeople
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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?