Confectionary Brand

Crisis Communications

Confectionary Brand

Crisis Communications & Brand Protection

Date:

December 5, 2025

how it started

Client’s initial internal communications risked brand damage

Strategic Approach

Technical Validation First

Established issue as a quality issue

Retailer/Distributor Communications Refinement

Revised B2B communications
Provided comprehensive risk assessment: Outlined legal and regulatory considerations, including potential CFIA notification requirements.
Crafted factual, brand-protective messaging
Withdrawal from retail shelves without triggering media attention

Consumer Response Strategy

Developed social media response protocol
Created escalation pathway
Prevented spread

results

Zero media coverage of the quality issue
100% containment of social media complaints
Brand protection achieved by controlling narrative
Customer satisfaction
Regulatory compliance without triggering unnecessary CFIA involvement for non-health issue

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