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By now everyone has heard about the ConAgra-Ketchum crisis and forwarded it along to their consumer clients as a cautionary tale.But if you’ve been living under a rock for the past week and missed the public smearing (NYT, HuffPo, Gawker, PRWeek, Business Insider, to name a few) here’s the nutshell version:Ketchum planned a bait and switch stunt with celebrity chef George Duran being the bait and Marie Callender’s frozen food line being the switch. Taking note from other major food brands like Pizza Hut and Domino’s and hoping for similar success, ConAgra thought the invited bloggers would be pleasantly surprised by the quality of their meals and the company hoped they would be able to use the footage for promotional videos on YouTube and its Web site.
They weren’t pleasantly surprised but they did spread buzz – the bad kind. Continue reading