Fonterra: Ask Me

This case study explains how Fonterra, the milk brand owner, responded to a reputation crisis following a food safety scare in China.

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...

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