DiGiorno in Crosshairs for Animal Abuse on Its Dairy Farm

As most flacks understand, PR is the world of “What have you done for me lately.”

It was only a couple of weeks ago when we were heralding the genius behind Nestle Co.-owned company (also behind California Pizza Kitchen, Tombstone and Jack’s) during a live tweet symposium during NBC’s live production of “The Sound of Music.”

All that jocularity has been put to sleep with this unfortunate and mournful report that its dairy farm, Wiese Brothers Farm, has been caught on YouTube abusing cows. Many of them.

FAIR WARNING: Before the jump, if you are so inclined, here is the investigation video that shows the abuse. NSFW (because it will cause vitriolic emotion) and really depressing.

The guy in the picture is Ari Solomon, spokesman for the animal rights group Mercy for Animals. In Milwaukee, he shared the results of that horrifying video filmed at the dairy farm. Once the video became viral and very newsworthy, Wiese Brothers Farm fired two employees and barred a third from handling the cows on the farm.

Doesn’t matter because Nestle (and DiGiorno) did the right thing — they fired the farm immediately. That’s good for its goodwill positioning and what any flack from its AOR Weber Shandwick would have counseled in terms of crisis communications.

While the video is begin investigated by authorities, it’s nice to know that Nestle is being directed properly. Ties should be severed with this farm. Moving on should be in order. And possibly a nice commitment by DiGiorno to work with Mercy for Animals to showcase its commitment to proper treatment of animals.

Well, at least a tweet would go a long way.

Publish date: December 19, 2013 https://dev.adweek.com/digital/digiorno-animal-abuse-dairy-farm/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT