Mediaweek taps Commswork for crisis comms counsel, around Campbell’s soup scandal

We recently spoke with Mediaweek Australia about the Campbell's Soup brand crisis after a leaked rant from a rogue executive trashing the company’s products and its customers caused a “PR nightmare.”

Our founder and head of communications, Liam Fitzpatrick, outlined how recovery is possible, only with demonstrable action and meaningful change to show that the company still values those who made it a household name.

“This behaviour does not reflect our values and the culture of our company, and we will not tolerate that kind of language under any circumstances,” the company said.

Fitzpatrick added: “Not only has trust been torched but the quality of the product has been left out in the gutter, where a digital wildfire of public vitriol is still burning.

“We need to hear from the chief exec about the changes being made to address the quality issues first. Admit any instances where the brand has fallen short of what should be expected.”

Fitzpatrick said transparency, accountability and ownership will be vital in any road to forgiveness for the brand.

“This is not a quick fix scenario, however there’s room for forgiveness with a brand that’s been a part of so many lives, for so long,” he added.

“Household name brands are remembered for the positive, as well as negative, impact they’ve had. The road to earning back trust will be slow, but the media will be interested to cover what happens next.

“It will be up to their brand managers to offer a narrative that helps restore some faith for customers, if the brand is to survive.”

Read the feature in full at Mediaweek.com.au