Kellen’s public affairs team is known for creating powerful advocacy strategies and achieving impactful results for our clients. This case study exemplifies our ability to navigate a challenging situation and secure positive media coverage for a leading food industry client, the Calorie Control Council (CCC).
The Challenge:
In February 2023, the CCC faced a potential public relations crisis. A prominent journal published a study alleging negative health effects of a commonly used ingredient in low-calorie food and beverages. This study had the potential to erode consumer confidence in the safety of the CCC’s members’ products.
Kellen’s Strategic Response:
Anticipating the potential impact of the study, Kellen had a proactive plan in place. Our team swiftly went into action:
- In-depth Study Evaluation: Our team thoroughly evaluated the research findings of the published study.
- Proactive Media Relations: We established communication channels with key media outlets, anticipating media inquiries.
- Member Support and Communication: We kept CCC members informed of the situation and provided them with recommended communication strategies.
- Social Listening and Media Tracking: We monitored online conversations and media coverage to gauge public sentiment and track the developing narrative.
- Development of Credible Resources: We created a comprehensive landing page on the CCC website providing science-based information about the safety of the ingredient and the benefits of low-calorie sweeteners.
Securing Widespread Positive Coverage:
Kellen’s strategic approach resulted in securing positive media coverage for the CCC across major media outlets, including CNN, USA Today, Washington Post, Today.com, People, and Forbes. The CCC’s statements were featured prominently in these articles, effectively positioning them as a credible industry leader on this issue.
Impact and Going Forward:
This successful public affairs campaign helped to mitigate the potential reputational damage from the negative study. The CCC’s commitment to transparency and its science-based messaging resonated with the media and consumers alike.
Kellen’s ongoing partnership with the CCC ensures continued proactive communication and advocacy efforts to promote consumer confidence in safe and healthy low-calorie food and beverage options.
