Kudos to B&G Foods’ Kristin Berlew and Gillian Small PR’s Jessica Reich and Gillian Small.
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When it came time to share the wire release the following week, Cinnadust had already been featured in hundreds of TV segments and online stories Jimmy Fallon joked about Cinnadust in his opening monologue on the day of launch, and standalone national segments ran on HLN, ABC News, Fox Business Closing Bell and Cheddar. By the end of its first day of pitching, GSPR secured more than 30 online placements in top-tier media outlets. Within minutes, GSPR ramped up its outreach efforts. The team planned an exclusive media reveal one week in advance of the wire release to allow the news of the launch to play out in the media first. More than 150 media outlets posted about Cinnadust on their social pages, and 520 total broadcast segments aired. The approach led to 307 unique online features about Cinnadust in outlets including AllRecipes, Bustle, PopSugar and more. The team’s strategy was designed to generate long-term media coverage for the first-of-its-kind seasoning.
The popularity and conversation around the spat only grew each day.Īs students of communications, it’s important to look at this exchange and find ways General Mills could have alleviated the situation and left Karp with a more positive brand perception.B&G Foods partnered with Gillian Small PR (GSPR) to announce the release of Cinnamon Toast Crunch™ Cinnadust™ Seasoning Blend in August 2020, but they realized consumers’ attention would focus primarily on hard news: school re-openings, COVID-19 and the upcoming presidential election. Many eyes were on this face-off between Cinnamon Toast Crunch and Karp. refers to a photoshopped image of the mascot for the cereal Cinnamon Toast Crunch given angry-looking eyebrows and the text What the cinnamon toast fuck is. In a report from Brandwatch, unique mentions on Twitter about Cinnamon Toast Crunch jumped from less than 1,000 a day to nearly 91,000 by March 23rd, just a day after Karp’s tweet. Now, most of Twitter has a front row seat in a showdown over shrimp. Karp was not happy with this response, asserting that he was being “gaslit” by the cereal brand, and that he in fact had cinnamon coated tails. Cinnamon Toast Crunch then issued a public statement saying that the alleged shrimp tails were “an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren’t thoroughly blended” and that “there is no possibility of cross contamination with shrimp.” After talking privately, Karp politely declined a replacement. General Mills reacted by reaching out through the Cinnamon Toast Crunch twitter account offering a replacement. The commentary didn’t stop there, as he continued to tweet about the discovery, explaining that it was an issue of “food safety and quality”. On March 22, Jensen Karp tweeted a photograph of what appeared to be shrimp tails with a sugary coating, tagging Cinnamon Toast Crunch, and insisting it wasn’t a comedic bit. The General Mills brand’s incorrect response can be seen as a learning moment for social media and communications practitioners. A comedian with a significant following took to twitter claiming that his box of cereal contained cinnamon-covered shrimp tails, which quickly went viral. If you’ve been on Twitter this week, you may have heard rumblings about Cinnamon Toast Crunch and shrimp tails.
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Cinnamon Toast Shrimp Tails- This Week’s Communications Fiasco | Stan Richards School of Advertising retweet icon bullhorn icon reply icon info icon flickr icon tumblr icon vimeo icon reddit icon podcast icon angle-down icon angle-left icon angle-right icon angle-up icon ban icon hamburger icon book icon bookmark icon bug icon caret-down icon caret-left icon caret-right icon caret-up icon chain icon check icon check-circle icon chevron-down icon chevron-left icon chevron-right icon chevron-up icon circle icon circle-o icon clone icon close icon download-cloud icon code icon download icon ellipsis icon envelope icon warning icon external-link icon eye icon eye-slash icon facebook icon github icon google-plus icon heart icon heart-o icon home icon info-circle icon instagram icon linkedin icon lock icon medium icon minus-circle icon send icon pause-circle icon play-circle icon plus-circle icon question-circle icon quote-left icon quote-right icon rss-square icon search icon share-alt icon slack icon snapchat icon ticket icon twitter icon wheelchair icon youtube icon Weibo Instagram Linkedin flickr Reddit tumblr Twitter Vimeo Youtube Facebook medium Google Plus
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