La Ferle suggested that during a crisis, it is most important to demonstrate your concern for your customers and treat them as people.
- Take care of the victims,
- Find and correct the source of the outbreak,
- Work with the FDA, and
- Only then worry about advertising.
Blue Bell is a staple in Texas and Home spun brand. People love their Blue Bell Ice Cream and are forgiving if companies act in their best interests. In this case, Blue Bell has gone overboard to demonstrate their concern by pulling all the product off the shelves until the source of the listeria can be found. As Blue Bell re-enters the market, consumers will be ready to support their favorite flavors.
Interview can be found at CBS here.