5 Reasons Why Animals Move From One Place To Another Lessons Learned From Nabisco’s Free The Animals PR Campaign

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Lessons Learned From Nabisco’s Free The Animals PR Campaign

Nabisco opened the cages and the media started playing.

In a move that garnered national media attention, Nabisco decided to change its Barnum’s Animal Cracker packaging.

Several PR lessons can be learned from Nabisco’s strategy.

A little background… The cookie company adjusted their graphics to eliminate the current appearance of caged animals on wheels. Now they will use new packaging with the animals apparently in the wild and no bars to speak of.

Nabisco’s parent company, Mondelez International, said they were bowing to pressure from PETA (People for the Ethical Treatment of Animals).

According to news reports, PETA had been calling for the firm to change its packaging since 2016.

CBS News reported that PETA said in a letter to Mondelez, “Given the extreme cruelty inherent in circuses that use animals and the public’s strong opposition to the exploitation of animals used for entertainment, we call on Nabisco to update its packaging to show animals who are free to roam in their natural habitats.”

At the same time PETA was pressuring the cookie’s namesake, Ringling Brothers, Barnum and Bailey, to release its animals. The circus stopped using elephants as part of its show in 2016 and, due to slowing ticket sales, folded entirely in 2017.

Circus or not, the new cracker boxes have been redesigned to remove the implication that the animals are traveling in boxcars for use in a show.

If a young person, or even his or her parents, were to actually connect the dots between caged animals, a traveling circus, and animal cruelty simply by glancing at the package and consuming its contents, is irrelevant in the scenario. It’s actually a public relations show that actually has two winners.

First, PETA can take a victory lap. The organization and its 6.5 million members can be proud to have influenced the operations of another major international conglomerate and changed the face of an iconic brand.

However, the big winner is Nabisco and Mondelez. The company wins on many fronts.

First, it used its marketing bullets to attract a lot of national and international media attention.

Second, I waited for the main selling season like back to school, I pack my lunch box period to make their announcement. If nothing else, the news coverage should give the brand a boost this summer and fall.

Three, it builds the perception that the company is “up-to-date,” in tune with millennials and others who oppose anything closely related to animal cruelty.

Smaller B2B firms without a 100+ year old iconic brand to fall back on can still use many of Nabisco’s PR techniques.

She can…

• Release any important news at a time of year that is most likely to receive maximum media coverage.

• Formulate their news at a time that will have the greatest impact with their consumers or clients and their prospects.

•Redesign or rework product packaging, offers and website to show it is in tune with today’s market.

•Create the best social cause events to demonstrate its modern relevance to the buyers of its products.

The Nabisco Animal Cracker campaign offers some good PR food for thought, and some good taste at that.

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