Let’s look at real-life crisis communications examples
Posted: Wed Dec 18, 2024 10:09 am
In 2019 Burger King introduced a new addition to their menu – Impossible Whopper, in collaboration with Impossible Foods. This was the first meatless fast-food burger on the market and it was a huge deal at the time. As it turned out, it increased their sales by 10% in the first quarter after introducing it on all locations.
Problems arose when they got a lawsuit for false buy whatsapp data advertising and directly making money off something that, according to the plaintiff, was not true.
Read Bad PR Examples
impossible-whopper-crisis-communication-example
Burger King Impossible Whopper ad
What went wrong?
What bothered vegan activists and lawyers the most was the fact that the advertisement for the Impossible Whopper said ” 0% beef, 100% Whopper”, whereas they didn’t emphasize that meatless burgers are made on the same grill as the ones made of meat, unless requested differently.
To find out that you were maybe unconsciously served a vegan Whopper grilled on a meat grill quite shocking for people who are consciously trying to keep meat off their plate. At the same time, many agreed that this was an important step in the fast food industry and that doing anything to sabotage it would be counterproductive and dangerous to the cause.
Burger King decided not to comment any of it until the judge decides. And it turned out to be the best decision they could make.
Problems arose when they got a lawsuit for false buy whatsapp data advertising and directly making money off something that, according to the plaintiff, was not true.
Read Bad PR Examples
impossible-whopper-crisis-communication-example
Burger King Impossible Whopper ad
What went wrong?
What bothered vegan activists and lawyers the most was the fact that the advertisement for the Impossible Whopper said ” 0% beef, 100% Whopper”, whereas they didn’t emphasize that meatless burgers are made on the same grill as the ones made of meat, unless requested differently.
To find out that you were maybe unconsciously served a vegan Whopper grilled on a meat grill quite shocking for people who are consciously trying to keep meat off their plate. At the same time, many agreed that this was an important step in the fast food industry and that doing anything to sabotage it would be counterproductive and dangerous to the cause.
Burger King decided not to comment any of it until the judge decides. And it turned out to be the best decision they could make.