British Bakery Chain Serves Perfect Response to PR Debacle


This episode reminds of us of the old adage, “There’s no such thing as bad publicity.” It doesn’t matter that your brand was cast in a negative light. You’re getting the exposure in an inherently cluttered environment. While that may be true, it's not good when your brand gets hijacked. But in a digital age—with some imagination—it’s easy to turn a negative into a positive, as evidenced by how the U.K. bakery chain Greggs responded after an offensive company logo appeared on Google.

Greggs, the largest bakery chain in Britain, was flooded with messages from Twitter users after its logo apparently got hacked.

Its real logo was replaced with a spoof image pulled in from uncyclopedia.wikia.com, featuring the offensive slogan, “providing s*** to scum for over 70 years," according to The Telegraph.

The logo ran on the right hand-side of Google when you typed the company name into the search engine.

But the mistake was short-lived because the social media team at Greggs played the error to its sadvantage, sending GoogleUK a tweet requesting that it fix the problem in return for a tray of assorted (and delectable-looking) donuts:

Screen Shot 2014-08-20 at 11.20.11 AM

Google responded in kind, saying that it would fix the problem ASAP if Greggs tossed in a sausage roll that the bakery is famous for:

Screen Shot 2014-08-20 at 11.22.20 AM

Newsjacking, turning lemons into lemonade, call it what you will. Greggs was able to take what started as PR disaster and morph it into a marketing vehicle.

The Web, social media and the proliferating number of trolls who relish gaming the system in one way or another are perhaps changing the nature of crisis communications.

Pre-Web, there was little brands and organizations could do when their products and/or services were misrepresented, other than distribute a correction that nobody paid attention to.

But online, where information moves at warp speed, PR managers have the opportunity to take something that started out poorly and churn it into campaign (however ephemeral) that reflects well on the organization, not to mention all the earned media.

And, oh, yes, having a sense humor always helps in these cases.

Follow Matthew Schwartz: @mpsjourno1




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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.



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