DON'T BURN THE BISCUITS!
The Budding Bakery - Crisis Management
A new bakery in London, faced a potential social media outrage.
An intended harmless Instagram post showcasing their "Summer Surprise Cookies"; seemed to ignite some controversy.
While intended to be a celebration of diversity, a few social media influencers interpreted that the cookies must contain unhealthy food additives.
The bakery’s social media feeds were inundated with negative feedback, due to the bakery building their brand on healthy alternatives without losing taste. The accusations of artificial ingredients and a lack of transparency about their baking practices, was noted.
Fearing a growing backlash and potential damage to their brand image, they turned to crisis management services for assistance.
Crisis Assessment
The team of specialists in social media marketing, public relations hooked up with an expert in food science and conducted a rapid analysis through four lenses.
Social Media Impact: Understanding the reach and sentiment of negative comments.
Perception: Evaluation of the immediate and potential impact on Brand of Bakery.
Upset: Understanding the misinterpretation behind the perception of the original post.
Collaboration and Action
Solving Strategy
A sincere apology on social media platforms - acknowledging the miscommunication and explaining the natural ingredients used in the cookies.
A short video showcasing the baking process, emphasizing real ingredients like fruit and vegetable purees used to create the vibrant colours.
Engaging with negative comments respectfully, clarifying misconceptions, and inviting further questions and understanding.
The Narrative: Posting subsequent content highlighting the commitment to using fresh and local ingredients. Promoting healthy baking practices, showcases at local schools as teaching exercises.
Why use us?
The team used their knowledge of social media platforms to address the issue directly, combining PR specialists to refine the message with a food scientist to provide information about the ingredients proved effective.
The bakery reframed the conversation, highlighting their commitment to using healthy alternatives.
Results and Learnings
The swift response was well-received, sparking positive comments and praise for their use of natural ingredients. Negative comments subsided, and social media shifted towards engaging discussions about baking techniques.
This case study demonstrates the importance of proactive online engagement and clear communication strategies for start-ups in today's digital landscape.
Aren Projects' expertise in various fields allows them to address diverse challenges faced by businesses, from smaller companies such as this to much complex public and private issues.