Crisis at Kellogg’s, CEO Says Poor Families Should Consider ‘Cereal for Dinner’

By Thomas Mustac, Senior Publicist & Crisis Communications Expert – Otter PR

In a recent interview with CNBC, Kellogg’s CEO Gary Pilnick suggested that “cereal for dinner” was “much more affordable” than conventional dinner options for consumers “under pressure.” When asked by CNBC if he thought the idea of cereal for dinner might “land the wrong way,” Pilnick responded, “We don’t think so.”

He was wrong. Very wrong. 

Within days, Pilnick’s comments triggered a storm of social media comments criticizing the CEO for essentially addressing the concerns of poor families by saying “Let them eat cereal.” Within a week, some consumers were calling for a boycott of Kellogg’s products.

Media crisis is the term commonly used to describe the backlash Kellogg’s is experiencing. Such a crisis can be triggered by a number of events, including a company official making comments that are viewed by the public as insensitive, uninformed, or simply wrong. Whatever the cause of the crisis, companies must take steps to contain it once it surfaces.

Respond with an apology and clarification

One of the best ways to calm the waters stirred by a crisis is to offer an official apology, especially if the company under fire is in the wrong. Even when the crisis was caused by a misunderstanding rather than an actual problem, companies can still apologize for the confusion and offer clarification.

Kellogg’s would definitely benefit from offering an apology for the confusion caused by Pilnick’s comments. One approach would be to clarify that the “cereal for dinner” campaign, which has been part of its marketing for approximately a year, is exclusively meant to suggest alternative meal options. Its apology could state that Pilnick’s comments and the campaign at large were not meant to offer financial advice to families experiencing financial hardships.

Pivot to a new spokesperson

In cases where a company official makes an inflammatory comment, the best response is to switch to a different spokesperson for an apology or clarification. For Kellogg’s, that means passing the mic from Pilnick to someone else, such as a member of the company’s marketing or consumer relations team.

A sound crisis communications plan — something every company should have in place — will designate who will step forward as a spokesperson for the company when a crisis occurs. This ensures there is an informed and prepared person at the ready, as well as ensuring a consistent message is shared with the press.

Engage in open communication

A media crisis can erode trust in a company, and crisis communications should aim to rebuild that trust. Open communication, such as a public Q&A session, can help significantly in re-establishing trust.

Open communication also allows a company to assess how its messaging is landing and to offer further clarification when necessary. It becomes a public dialogue in which consumers are allowed to air their concerns, hear the company’s response, and affirm that the issue has been adequately addressed.

Follow up with community efforts

With crisis communications, actions speak louder than words. If Kellogg’s is concerned with helping consumers who are struggling with food insecurity, for instance, they should consider doing more than offering a clarifying statement. Supporting food banks by joining in food donation programs would be a huge step toward gaining back consumer trust.

The events that followed Pilnick’s recent comments reveal that a media crisis can emerge at any time. When it does, companies must take steps to keep them from escalating. Communication that offers clarification and invites open dialogue is critical to keeping a crisis from eroding consumer trust.

– Thomas Mustac, Senior Publicist and Crisis Communications Expert for Otter PR, is a medical and health industry PR specialist. He previously held positions at the Dr. Oz Show and New York Medical College. He has his Master's Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.