Media Release. Vogels Corporate: Stock of Mixed Grains Almost Running out

Scenario (*please note, everything about this scenario is fictitious – that is, other than New Zealanders’ love of Vogels’ bread)



You work in the small but bustling Corporate Communications team at Vogels. The brand is riding high after the success of the 50 year celebrations in 2017. But in February 2020 the company receives worrying news. In the past, almost 90% of the mixed grains used for Vogel’s most popular product, Original Mixed Grain, has been sourced from Australia. Due to unprecedented drought conditions the previous year, the Australian suppliers are unable to meet the Vogels order. Stocks of the mixed grains will run out by the end of March. Production will have to cease until a suitable new source of the mixed grains can be found and although the Chief Operating Officer is frantically investigating possibilities, there is no way to guarantee when full or even partial production will be able to begin again. Also, it is not certain what the impact on pricing might be if new suppliers are found at a greater geographical distance than Australia.



The Senior Leadership Team are keenly aware of the challenge Sanitarium NZ faced in 2012 when factory damage meant Marmite production was halted for many months. They want to respond to the mixed grains supply problem quickly to ensure consumers feel well informed and reassured, and that stakeholder relationships (and brand loyalty) are maintained to the highest degree possible.

Your task is to write a number of social media communications across several platforms, which should be engaging, informative, reassuring, and consistent. Consistent doesn’t mean identical – each message must be shaped for distinct audiences/publics – but the messages on the different platforms must display integrated thought.



A) Compose a one-page media release acknowledging the challenge Vogels is presently facing and explaining the actions the company is undertaking. You may refer to positive past stories concerning the brand but the media release must not sound advertorial.



B) Compose a max 300 word Facebook post sharing the news with Vogels fans, to be posted (in this scenario; not in real life) in the second half of March. You must also supply an idea for an appropriate accompanying graphic or graphics for this Facebook post (you do not need to produce the graphic, but you must describe it, and you must explain why it will be suitable and useful).

What do you know about this audience? Predominantly in the 25-50 year-old age group. Loyal to Vogels.



C) Compose a minimum of four tweets (which as you know must not exceed 280 characters including spaces and punctuation), that (in this scenario) the organisation will post weekly, beginning at the start of April. These should deliver updates and/or cultivate relationship. You must state with each tweet what if any graphics are to accompany it (again, you don’t have to produce the graphics but you must describe them). You may choose how many images/videos/GIFs accompany your tweets (you may add up to four photos to any given tweet).

What do you know about this audience? Predominantly under 35 years of age, contains a number of social influencers who may spread the messaging far and wide. Lower brand loyalty.



D) Compose a max 250 word blog post for the CEO to post on the organisation’s website (that is, it must be written in the CEO’s voice). The organisation will post this in April so you will not be able to report a SOLUTION but you should report on what Vogels is DOING. You must also supply an idea for an appropriate accompanying graphic for this blog post (you do not need to produce the graphic, but you must describe it).

What do you know about this audience? Primarily older, including many investors in Goodman Fielder NZ Ltd who will be concerned about the financial and reputational implications of this situation.



Points to remember:

• You can make up details if you like (e.g. around the search for new suppliers) but beware of making any concrete promises that the company may not be able to deliver

• Aim to maintain existing relationships

• Facts are essential for the media release but reassuring in all messages

• Photographs and graphics improve pick-up and redistribution of messages. People are three times more likely to engage with tweets that contain videos and photos. (*Twitter internal data, from https://business(dot)twitter(dot)com/en/basics/what-to-tweet.html Dec 13 2017)

• Your tone in the social media messages should take into account the differing nature and preoccupations of your audiences, and should reflect the person delivering the message.

• Your social media messaging should be consistent but the messages should not be the same.

• Feel free to look at the Marmite NZ Facebook page to see how they responded to their own supply challenge.