1. Advertising And PR Lab
Crisis Management
• Presentation of what was said in the two most
well-known German newspapers (Die Zeit,
ZDF) about the horsemeat scandal. Quality
analysis of the articles: were objectively or
subjectively? Did they present simply the facts
or wanted to make a comment about them?
February 2013

2. The horsemeat scandal
GERMANY

3. Presenting the most important facts of the ongoing
horsemeat scandal in question form:
• How did it start?
The scandal broke out in the UK and Ireland when inspectors found traces of
horsemeat in beef patties.
• What products are affected?
Frozen beef patties on the shelves of Aldi, Lidl,Tengelmann contain
unlabeled horsemeat.
• What is so worrying about the horse meat?
The meat is not itself threatening to health, but the worrying
part is that the meat was not labeled, which is an exploitation
of consumers’ trust.

4. •How did the horse meat go to
market?

5. • Was this illegally produced
meat old or infected with
dangerous bacteria?
Inspectors did not find any threatening
bacteria in the horsemeat.
• Under which circumstances is
it ok for the horse meat to be
processed as normal food?
The health department laws
apply also to horsemeat, just
like in any other kind of meat.
• Does this horse meat
correspond to health laws?
It is not clear yet. Chances are that it
does not, because regularly good
quality horsemeat is far more
expensive.

6. Quality Analysis of Die Zeit Articles
• Pure recording of events
• Objective
1. No politics against other countries
2. No exaggeration
• Lacking emotion
The only emotional aspects
1. The repeated fact that the phenomenon is wide-spread
through Europe (Everyone is in danger)
2. Exploitation of consumer (the fact that it was not labeled as
horsemeat)

7. • Wrong registered horsemeat found in
goulash tortellini and ravioli in leading
financial supermarket.
Aldi,Lidl,Tengelmann
• Hundreds of packages are destroyed
• Withdrawal of products became
proactive because of the solicitation
of suppliers.
• Spokesperson of Aldi said that their
company responded immediately and
checked the victim products.

8. • LIDL : stopped the sale of pasta products
• Proceeded to withdraw these products from the shelves.
Producer: Gusto Gmbh , German company which
manufacturing products with horsemeat and exported to
Austria.
• Spokesperson of Fabian Fusseis in Austria :it is possible that
there will be other products with horsemeat
• At Kaiser’s Tengelmann, Real und Edeka also found products
with horsemeat.
• The EU decided in Brussels
with representatives from 27
states to investigate the matter
moving on genetic tests.
Until the end of March the
government agencies have to
Examine 2.250 beef products.

9. • Suspicion: Illegal slaughter horses
• The French government has identified a culprit:
The French company Spanghero knew that selling
horsemeat instead of beef. The Spanghero been
received this meat from Romania and then
supplied the French company Comigel in Metz.
• Comigel has around 4.5 million ready meals with
horse meat which built the company spangero.
Supplied at least 28 companies in 13 European
countries.
• Spanghero withdrew the operating license.

10. Quality Analysis of 2DF Articles
• News report
• Objective
• Lack of emotion
Other Countries
• Rumania
Where the meat is from.
• France
The franchises that did not see it
coming.

11. Sources
• www.heute.de - Discounter finden
Pferd in Gulasch Tortelloni und Ravioli
• www.zeit.de - Die wichtigsten Fakten
zum Pferdefleisch-Betrug

12. • Teachers:
Mrs. Betty Tsakarestou & Mrs. Maria Xenou
• Students’ Team 4bidden:
Alexandra Alivizatou, Lioubi Karageorgou,
Daphne Alexiadou, Corina Papantoniou, Iosif
Papadopoulos, Christianna Tsoufi, Eleanna
Vogiatzaki