PRODUCT RECALL

OPPORTUNITY

Sara Lee recalled 15 million pounds of hot dogs through the U.S. following a fatal Listeria contamination outbreak.

The company enlisted the services of SJ Public Relations to develop instant national awareness of the potential contamination and prevent potential Illness.

STRATEGY

SJPR helped Sara Lee reach the Hispanic community with this lifesaving message through Spanish-language press materials and aggressive media outreach. Hispanic publication editors found the Spanish-language materials invaluable as the English-language press materials could have easily been mistranslated or misunderstood by their readers.

We also enlisted the support of media relation spokespersons who in effect became Brand ambassadors speaking on the Brand’s behalf.

RESULTS

SJPR’s crisis management efforts reached millions of Hispanic consumers across the the U.S. through broadcast media and print placements.

We secured interviews and were featured in Univision’s and Telemundo’s Network News segments as well as in the local news segments of the top 10 markets.

We helped re-establish overall consumer confidence in the brand through a very successful Public Relations and in-community grassroots efforts