Nestlé: Winning back trust

Nestlé India used PR, social media and advertising to repair its reputation and market share after a food safety scare in India.

Campaign details

Advertiser: NestléBrand: MaggiAgency: Genesis Burson-MarstellerCountry: India

Situational analysis

Nestlé India made headlines when it recalled India's most loved brand, MAGGI Noodles. This affected the company as a whole, because MAGGI as a brand was synonymous with a company whose genetic code had been defined by food quality and safety for 150 years. The recall had also impacted the perceptions of regulators, consumers and the media who questioned Nestlé India on grounds of quality and health. Over the following months, Nestlé India laid the foundation of a new communication strategy in...

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