Handing out plastic bricks wrapped in plastic probably wasn’t Delhaize’s smartest move, leading to a tsunami of negative reactions on social media. But instead of ignoring the whole thing, Delhaize immediately took on full responsibility: it stopped the activation, recycled all the used plastic and went full frontal mea culpa with a national newspaper ad. By stepping up and undertaking immediate action, Delhaize was able to turn a negative story into a positive one.
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.
