Bon appétit: An analysis of recall advertisements in the food industry

Over the last decades the number of recalls of faulty products has increased dramatically. Since faulty products can seriously affect a reputation or an image, organisations have to react promptly to avoid further damage. As such, a well-prepared crisis strategy is of the utmost importance. After describing the literature on both recall advertisements and crisis frameworks, an analysis of 30 product recalls is presented. The main focus is on the structure and the strategy used. Companies tend to minimize the extent of the problem to protect their reputation.