This case study examines the crisis Chobani faced in August 2013 when customers reported bulging and fizzing yogurt along with flu-like symptoms from a contaminated batch made in their Idaho plant. Chobani reacted by using their company blog as the primary communication channel, voluntarily withdrawing products from retail stores and working with the FDA. While retailers supported Chobani's messaging, media attention grew from informing the public to gathering FDA comments. Questions are raised about how Chobani could have avoided early criticism, their use of social media, how competitors could capitalize, and whether consumers would continue purchasing Chobani.

1. PR Case Study
Libby Duong & Katie
Beaudoin

2. About the company:

4. The Crisis
-In August 2013, customers turned to social
media to report bulging, fizzing yogurt
-300 complaints of flu-like symptoms
-Tainted yogurt from a specific batch made
at their Idaho manufacturing plant

5. https://www.polleverywhere.
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6. How Chobani
Reacted
- Used company blog as primary
source of communication
- Voluntary withdrawals
- Within retail stores
- With the FDA
------------------------
First customer complaints: August
20th
First response from Chobani: August
30
Final statement from Chobani:
October 2

8. Customer Reactions & Responses

9. Customer Reactions & Responses

10. Retailer Response
-Corporate spokespeople provided
comments to the media that were in
line with Chobani’s messaging
-Removal wasn’t about food safety,
it was a proactive measure

11. Media Response
-Idaho Statesman
-Associated Press
-National attention
-Focus went from informing the
public to gathering comments from
FDA Spokespeople

12. 1) How could have Chobani avoided criticism early on?
2) Did Chobani use social media platforms to their advantage during this
situation?
3) If you were a competitor, how would you use Chobani’s scandal to your
advantage?
4) As a consumer, would you continue to buy Chobani products after this
scandal?