Fonterra: Ask Me
Annie Yang
Campaign details
Brand owner: Fonterra ChinaLead agency: DDB China GroupContributing agency: C3 Interactive ShanghaiBrand: FonterraCountry: ChinaIndustry Dairy products, fats, oilsChannels used: Internet - microsites, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes how, on 3 Aug 2013, Fonterra issued a warning to customers over concerns that Clostridium Botulinum-contaminated whey protein concentrate may have entered the supply chain. Fonterra's image in China needed fixing and fast. The first task was to set out to change...