The Sandwich of Death
In 2024, the Boar’s Head brand was linked to multiple horrific incidents. By late September, 10 people were known dead and at least 59 people were hospitalized in the largest listeria outbreak in over a decade. The Center for Disease Control identified Boar’s Head deli meats as the listeria source. For months stories of sickness, death, and unsanitary conditions at their production facility had been front page news. Boar’s Head needed to address public concerns, and quickly.
In analyzing this critical incident, students should be able to:
1. Identify relevant stakeholders and how they might be affected by a corporate crisis.
2. Analyze how a crisis can affect brand equity.
3. Evaluate the dimensions of brand avoidance after a brand crisis.
4. Identify corporate communication responses to the listeria outbreak. 5. Evaluate Boar’s Head message strategies designed to repair consumer trust and confidence.