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PR Win: Chobani Contains ‘Contaminated Yogurt’ Story

This morning brings a good example of a food brand nipping a potential PR disaster in the bud via social media: Greek-style yogurt giant Chobani had to recall all cups made at its Idaho plant due to mold contamination. Unfortunately, the company has received multiple reports of “bloated cups, odd-tasting yogurt, and, in some cases, gastrointestinal illness” over the past week.

The company tried to resolve the problem quietly before the FDA launched a review, then got out in front of the story by formally announcing a “voluntary recall” of all cups produced in Idaho during the period in question:

The brand’s social media response was quick, aggressive and personal.

Our two cents: adding the founder’s picture to this post was a good idea. Remember what we learned about Facebook as a crisis communications tool this week? Well here you go.

The brand was just as aggressive on Twitter:

There’s more: Chobani’s own homepage now features a letter and links directing surfers to both the FDA’s report on the matter and the customer complaint center. Here’s the letter:

So while the incident was unfortunate, Chobani responded quickly and effectively to minimize the damage. We might even call it a PR win.

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