Ritz goes proactive in cracker recall – Info PR

was taking no chances with the health of its consumers—or its
reputation.

Parent company issued a for several products
over fears of contamination in one key ingredient. Ritz
announced the recall in a tweet:

The tweet links to
a press release
that reads, in part:

Mondelēz Global LLC announced today a voluntary recall in the United
States, including Puerto Rico & the U.S. Virgin Islands, of certain
Ritz Cracker Sandwiches and Ritz Bits product. These products contain whey
powder as an ingredient, which the whey powder supplier has recalled due to
the potential presence of Salmonella.

Salmonella is a microorganism that can cause serious and sometimes fatal
infections in young children, frail or elderly people, and others with
weakened immune systems. Healthy persons infected with Salmonella often
experience fever, diarrhea (which may be bloody), nausea, vomiting and
abdominal pain. In rare circumstances, infection with Salmonella can result
in the organism getting into the bloodstream and producing more severe
illnesses such as arterial infections (i.e., infected aneurysms),
endocarditis and arthritis.

This recall is limited exclusively to the products listed in the grid
below, available at retail stores nationwide. No other Mondelēz Global LLC
product is included in this recall.

[FREE GUIDE: 3 helpful tips for your crisis comms prep]

The company emphasizes that the recall is voluntary and that there have
been no reports of infection from eating any Ritz products.

On social media, users and news outlets shared graphics that illustrated
which products should be thrown out.

Others shared the warning and asked for retweets to reach more people:

Some news outlets looked to other salmonella incidents to gauge Mondelez’
efforts. Ritz has earned kudos by being proactive; generally, recalls come
in response to reports of sickened consumers.


Fortune
wrote:

Recent weeks have seen a spate of
salmonella outbreaks, with other recalls impacting packages of
pre-cut fruit
and
Kellogg’s Honey Smacks
cereal. More than 150 people were sickened in those two cases, but Mondelez
says no illnesses have been reported in connection with the recalled Ritz
products. As with most such recalls, however, consumers are advised to
immediately dispose of any impacted product.

Here are three lessons from the Ritz crisis response:

1.
Define the problem.

In announcing the recall, Ritz defined salmonella and listed the possible
consequences of ingesting contaminated food. By explicitly stating the
concerns, Ritz demonstrated its knowledge and provided an information hub
for consumers, while easing public fears.

2.
Offer ways to learn more.

In a crisis, it’s essential to offer complete information and grab
your audience’s attention. These two goals can work against each other if
your first point of contact is too dense or complex.

Instead, get users to engage with your message by offering a link so they
can learn more about the issue. Clearly state the problem, and link to your
in-depth analysis. This way, you will get maximum attention for your social
media post or press release, while providing complete information to
consumers.

3.
Be aggressive.

By acting before the crisis deepened, Mondelez demonstrated a deep concern
for customers and perhaps bypassed a catastrophe. In a crisis you must
be assertive and take immediate, proactive steps or your risk will deepen,
and you could lose consumer trust.

What do you think of Mondelez International’s crisis efforts, PR Daily readers?

(Image via)


Article Prepared by Ollala Corp

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