Nutriwish
- Press Release
Opening thoughts
Nutriwish had contacted urgently for a press release for a contamination issue. The delicacy of this issue means the language would have to be formal, clear, and concise. It needed to be informative and brief, with hints of regret and apologeticness.
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Approach
For product recalls, the goal of most press releases is damage control. With this in mind, it was right to add a call to action at the end. I pitched putting a sickness guide on their website for customers. The topic of the press release needed to be conveyed as soon as possible.
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Result
Although, in hindsight, the company had way more work than a press release would do for them, the feedback was positive. The statement was able to be released promptly and informed as many people as could be reached. The marketing team told me that the release could start conversations that could lead to the betterment of their brand.
Sample Copy
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Nutriwish Voluntarily Summon Back all Peanut Butter Products due to Possible Salmonella Infestation.
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The Nutriwish Peanut butter company office in Saint Paul, Minnesota, declares today that we intentionally recall numerous products due to possible salmonella contamination.
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This act commenced after a routine Food and Drug Administration (FDA) inspection. Repeated traces of salmonella in some of the company's products were found. There have been reports of illnesses, so to ensure the safety of our customers, the following measure has been taken.
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Retail and online stores across the country were ordered to cease trade of the affected products within the date range of the 5th of March to the 18th of October. Some products affected include cookies, pie, milkshake powder, and premade smoothies.
Consumers who have purchased these products are encouraged to remove or return them to the retailer for a full refund.
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Nutriwish has halted all production and distribution of the contaminated products while an ongoing investigation reveals the source of this infection. State health departments, The FDA, and our company are working closely to ensure that all required action is taken to prevent this from happening again.
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Protecting public health is our top priority.
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"We take the safety of our customers very seriously and are committed to providing the highest quality products," said James Brophy, Head of Nurtriwish US. "We apologize for any inconvenience this may cause and appreciate the support of our customers during this time."
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If you are a sufferer or have general questions, please call our listed number or visit our website. Here you will find a step-by-step guide on how to treat salmonella.
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Thank you for your time and co-operation.
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