Kellogg’s UK is dealing with some serious backlash from what I am sure started out as a well-intended social media campaign to feed the hungry. The tweet from the twitter handle @KelloggsUK read: “1 RT = 1 breakfast for a vulnerable child.”
A noble cause, right? That’s not how it was taken at all. In fact, Twitter users took Kellogg’s to task on it in a big way, and understandably so if you consider the flip side. Wouldn’t it be “no retweet, no vulnerable child eats?”
That original tweet has been deleted, and what remains is this apologetic tweet in its place:
We want to apologise for the recent tweet, wrong use of words. It’s deleted. We give funding to school breakfast clubs in vulnerable areas.
— Kellogg’s UK (@KelloggsUK) November 10, 2013
Wrong use of words? Is that how you respond?
Sorry @KelloggsUK, but there certainly isn’t much room for that when you’re promoting in a 140-character environment. I would say that when Twitter is the medium of choice, words matter more than ever and you don’t attempt to mitigate the situation by claiming a ‘wrong use of words.’ That just comes across as uncaring and a bit clueless.
I won’t play Monday Morning Quarterback on Kellogg’s UK too much more, but this is pretty bad. If you want to read more about the fallout, you can find it over on Twitchy.
You’ll also find some Twitter responses that are riddled with sarcasm, like this one:
— Rachael Phillips (@rachaelphillips) November 10, 2013
However…all of this, in my opinion, is somewhat deserved.
That wrong use of words came with a very high price. We’ll see how long they’ll have to pay.