Cadbury turns to B-M as crisis hits

by Sarah Robertson, PR Week UK 29-Jun-06

Cadbury is using Burson-Marsteller to advise on crisis comms after its product recall over a salmonella scare, PRWeek has learned.

The confectionery giant is fighting to protect its reputation this week after recalling one million chocolate bars.

PRWeek understands B-M crisis comms director Mark Harris, a specialist in situations such as product recalls, is overseeing the agency’s work. He was unavailable to comment, while the agency’s MD and corporate practice chair Jonathan Jordan declined to comment.

Cadbury head of corporate relations Simon Taylor would only say: ‘It is too early to say how we will be looking to restore public confidence in our products, but we will be examining this issue.’

Crisis experts told PRWeek they were confident Cadbury would restore public trust in its brands.

‘This story was bad timing for them – it was a slow news day when it broke. But it will not culminate in a significant consumer response,’ said Andrew Griffin, MD of crisis specialist Regester Larkin.

Ex-Food Standards Agency comms director Neil Martinson said: ‘How long it takes to fully recover – which it will do – depends on the results of the investigation.’