Crisis Response

Challenge

Healthy, comfortable hens lay more eggs. The largest egg products maker in North America built its laying hen care program around this simple fact. But mounting pressures from consumers, activist groups, regulators and food service purchasers told our client it was time to be more vocal about its animal welfare position. 

Insight

It was important that our client, which was seeking a purchaser, take a highly proactive position on its production methods and animal care. We also would need to work with them to establish "next level" initiatives to enrich its current animal welfare position.

Idea

Life in such a dynamic industry is never simple, and Padilla was tapped to provide crisis support concurrent with the company's animal care positioning work. Releases of unflattering videos taken at other egg producer’s facilities, product recalls, lawsuit outcomes and an incident of workplace violence – all are examples of crisis situations that required us to activate our crisis response team for support.

Solution

Padilla helped our client identify the unique points of view of various external audiences and develop messaging so our client could consistently and effectively share its perspective on production methods and animal care. Our solution at Padilla was to develop an effective position on animal welfare, and adeptly manage crisis situations that popped up along the way – including releases of unflattering videos taken at other egg producer’s facilities, product recalls, lawsuit outcomes and an incident of workplace violence.

Results

The client successfully completed a sale of the business for $2.45 billion in 2014, due in large part to expert management of the crisis situation.