Skip to main content

Ketchum PR switch and bait processed food campaign backfires

Ketchum PR recently came under fire for a "switch and bait" campaign where they invited food bloggers to a famous restaurant only to serve them processed food from ConAgra Foods.

This is like a popular Chinese joke where one would say that you are invited to this popular restaurant and will be served by this famous chef but didn't say the food was to be cooked by the chef.

Ketchum PR wanted to do a candid camera session with the bloggers where they would film their reaction to consuming processed food instead of real food, something which consumers which see it as a joke.

The food bloggers, however, did not hold back their disappointment and punches.

Mom Confessions blogged,

Our entire meal was a SHAM!  We were unwilling participants in a bait-and-switch for Marie Callender’s new frozen three cheese lasagna and there were cameras watching our reactions.  I’ve got a sense of humor so I was okay with it and I had been enjoying myself up until that point, but I could tell that the rest of the participants were not.  Everyone feigned weak shock and faked approval of the frozen meal.

Chubby Chinese Girl blogged,

Our "guided" conversation was ALL based of eating better, feeding our kids, the concern of childhood obesity, farmers, eating fresh and local, seasonal ingredients, CSA... and the list goes on. Yet they were serving us a frozen meal, loaded with sodium. We brought up reading labels while we shop and being aware of what we eat, Phil and George agreed, yet this FROZEN MEAL/DESSERT had exactly what we were afraid of, ingredients I can't pronounce nor understand.

Foodmayhem.com even accused the popular chef for trying to poison their baby in tow.

So, let’s re-cap.  I told you first hand of our focus on wholesome food, particularly with our baby in tow.  We both said to you, with 20+ witnesses and apparently hidden cameras, how much we despise over-processed foods and artificial ingredients.  We discussed with the group the sad state of chemical-filled foods and discussed various chains.  And yet, you still fed me the exact thing I said I did not want to eat.

A important lesson for social media PR professionals.

Labels:

Comments

Post a Comment

Popular posts from this blog

Singapore radio personality in "hot soup" for reporting train delays based on Tweets?

Update - Hossan Leong has commented on this post to say " I'm not in trouble pls don't blow this out of proportion. Let it rest. It's getting silly. Thank you for your love and concern and I apologize for any misunderstanding." ~  Hossan Leong. Hossan Leong, a Singapore radio personality for The Gold Breakfast Show on Gold 90.5, was censured today for reporting on train delays on the Circle Line because he based the information on Tweets, rather than waiting for the official reports from the Circle Line operator, SMRT.  It is, however, unknown if the "warning" came from Mediacorp producers or SMRT. Tweeted Hossan Leong ,  OK...I reported it on air and now I'm getting into trouble for it?? The CC line is DOWN rite? I did nothing wrong rite? The SMRT Circle Line was reported to be down this morning during peak hours and started as early as 7am. However, local news only received official statement was received by the mainstream media at about 9...
14 comments
Read more

DBS Bank – One Tweet too little too late.

(Updated post - DBS apologise with the 3Rs – Will social media bite? ) It was the bluest Monday for DBS/POS Bank in its entire banking history when more than 1000 of their ATM and online banking services were taken offline due to a software upgrade an outage (PR announced that it was down due to software upgrade, but the outsourcer, IBM, later claimed it was an outage). So on that Monday, DBS decided to sign up onto Twitter and post a 140 characters one-liner onto Twitter to post a one liner to inform the Twitterverse of the down time. Everybody knows that if you just create a new account on Twitter, you would start off with 0 friends. How would you be able to inform the Twitterverse if you start with 0 friends? DBS Bank did something smart to insert the #dbs and #posb and that probably drew some attention to this account. However, the effectiveness of the tweet was lacking as it drew only 28 retweets. As of this posting, DBS Bank attracted 274 followers. A letter to T...
9 comments
Read more

Agency Monday with Asia PR Werkz

Agency Monday is back! Social PR had the wonderful opportunity to chat with the ladies at Asia PR Werkz and found out that if their agency would be a novel it would be something like your own ending kinda novel. Who are you? Ie what are the names of the people on your team? Asia PR Werkz - Helmed by Directors Julie Chiang (left), Cho Pei Lin (center) and Lim Wee Ling (right) What are you? In ten (or so) words, you would describe your agency as: Boundless enthusiasm, intense conviction & commitment, imaginative solutions to challenging communications issues Why do we need you? Why should new clients go to you? Because they need to communicate. Sometimes, through and with the media, both mainstream and new. Contact? Who’s the best person on the team for new business? chopeilin(at)asiaprwerkz(dot)com Best Pitch or Campaign? Please highlight your best pitch or campaign. National Family Celebrations Convince an alien just landed from outside the Asia-Pacific, w...
Post a Comment
Read more