This was presented to a DePaul University Graduate Corporate Communications class and focused on Chobani's 2013 mold crisis.

2. Overview

3. History
 2005
 Purchased an old Kraft
manufacturing plant
 2007
 Placed the first cup on a
store shelf in New York
 2011
 Named best-selling brand
of all yogurt in the U.S.
 2013
 Estimated sales to be
approximately $1.3 billion

5. Greek Yogurt Market

6. Crisis Timeline
Chobani uses
the blog to
inform about a
quality issue
National media
attention & Chobani
publishes details of
affected products
8/31
8/20
Complaints
begin on
social media
Mold is identified
as Mucor
circinelloides
9/6
9/3
9/1
Media stories
are about stores
pulling product
9/5
Voluntary recall
is issued

7. Crisis Timeline
Chobani writes an
apology on the blog
and details the crisis
response strategy
FDA received nearly
300 complaints of
illness
9/11
Chobani
resumes
promotional
posts on social
media
9/25
9/7
Chobani stops posting
new content on social
media and focuses on
replying to customers
9/18
California resident files
class action lawsuit for
negligence
10/8
9/27
Chobani thanks
customers for
support

8. Chobani’s Response

9. Chobani “voluntarily and proactively
removed and replaced the majority of
potentially affected products”

10. SEPTEMBER 3
 Products affected by a
mold “commonly found in
the dairy environment”
 Affected less than 5% of
product
SEPTEMBER 5





Recall brings in the FDA
Press release
Social media statements
Code 16-012
Expiration dates 9/11/13
to 10/7/13

11. SEPTEMBER 6
“Mold behind Chobani
recall poses little
threat to consumers”
–Chobani
“Not considered a
foodborne pathogen”
–Randy Worobo, Cornell
University

12. SEPTEMBER 11
1) Updating customers
in real time
2) Bolstering its
Customer Loyalty
Team
3) Providing real time
social engagement
4) Supporting retail
locations
“Nothing is more important to us than
responding to and connec3ng with our
fans—including, and most importantly,
those who have a less than perfect
experience. Every day we set out to do that
a li>le bit be>er.”
–Chobani
SEPTEMBER 27

14. Customer Reactions
 Complaints of hiding information
 Customers updated each other

15. Main Points of Contention
1)
2)
3)
4)
Slow or non-responsive
Critical of company reaction
Ill customers
Disconnect between social media
and customer loyalty teams
5) Invalid coupons

16. Slow or Non-responsive
Company Reaction to Crisis

17. Ill Customers
Disconnect between teams

18. Invalid Coupons
Supportive Customers

19. Still Unsatisfied

20. Retailers
“A representative for
Kroger, the nation’s
largest traditional
supermarket operator,
said Chobani issued a
product withdrawal
Friday. “It was not a food
safety issue,” Kroger
spokesman Keith Dailey
said in an email.” - AP

21. Media

22. Media
“Grocery stores in the Treasure
Valley have pulled Chobani Greek
yogurt from their shelves following
what the company is refusing to
call a recall” – The Idaho
Statesman
“Chobani’s recent problem of mold
in its yogurts shows the early
warning that can come from social
media but also the difficulties
consumer companies can face in
responding quickly enough to
satisfy their consumers.” – The Wall
Street Journal
Media Strategy
Messaging:
“Health & Safety of Customers”
Third Party Endorsement
Spokesperson Comments

23. Page Principles
 Tell the Truth
 Transparency
 Listen to the Customer
 Social media staff vs. Customer Loyalty Team
 Prove It With Action
 Withdrawal & recall
 Coupons

24. Page Principles
 Manage for Tomorrow
 Previous social media strategy
 Third party endorsement
 Conduct public relations as if the whole
company depends upon it
 Media relations and lack of comments
 Social media hiatus
 Remain calm, patient and good-humored
 Messaging and key talking points

25. Discussion Question
What impact will this crisis have
on the company moving forward?

26. Significant Post Crisis Events
 Oct. 11, 2013
 Chobani & Cornell University announce partnership
for food science and dairy innovation
 Nov. 12, 2013
 PR Week reports the CCO & several PR staff are no
longer with the company
 November social media complaints