American Peanut Council
Peanuts in Crisis
Challenge
In January 2009, the State of Minnesota warned of the possible salmonella contamination of a relatively small brand of peanut butter. It was the first news of an outbreak that would be linked to nine deaths and 691 reported illnesses in the U.S. and Canada – requiring a recall of more than 4,000 products at a cost in the hundreds of millions of dollars. The American Peanut Council, the trade association representing all segments of the U.S. peanut industry, is a longstanding Argyle client. Accordingly, Argyle was soon managing industry communications surrounding the largest food recall in North American history.
Solution
Our crisis management strategy for the American Peanut Council involved rapid, comprehensive research of the perceptions and behaviours of key industry publics: target consumers, regulators, media, online influencers and industry members. The research drove a strategy to align the industry with public interest by building communications capacity, providing accurate information, engaging a leading food safety expert and developing an industry consensus on a long-term food safety and public communications plan.
Results
Program measurement showed rapid recovery in consumer opinion, sales and consumption. The program demonstrated the achievement of the Council’s most fundamental goal: protecting public confidence in the safety of its products. This campaign won seven awards including the ACE Award for PR Campaign of the Year from the Canadian Public Relations Society (CPRS) and the National Gold Quill Award of Excellence in Issues Management from the International Association of Business Communicators (IABC).
