At the end of 2016, it was revealed that the Dutch were eating more eggs than ever before. A European campaign created a lot of positive buzz around the egg. But then the fipronil affair came to light in July. How do you map such a crisis well based on (social) media data? And what does this do for brand reputation? In this article, the fipronil issue is explained in general terms to illustrate how to map a crisis.
Research by RTL Nieuws shows that the Dutch ate a lot of eggs again in 2016. This was also a popular topic to talk about on social media. Poultry farmer and director of OVONED (the organization that represents the interests of the egg-laying chain) Hennie de Haan was pleased with the positive development in 2016.
. Eggs were discussed more than 500,000 job function email database times this year in online environments, such as social media, blogs and forums. Most Dutch people eat about three eggs per week. The Nutrition Centre advises eating a maximum of 2 to 3 eggs per week . In total about 200 eggs per year. This is also discussed a lot (think of recipes and offers) on social media.
Back in time: Successful campaign boosts popularity of 'the egg' in late 2016
In 2016, the OVONED foundation and the 'Blij met een Ei' foundation launched the campaign Always again for an egg . The aim of the campaign was to provide information about the versatility and health of an egg. In addition, the campaign shows where the egg comes from, how poultry farmers work and how the trade and processing of eggs is organised. The initiative was widely picked up in the media, as shown by the data from the Brand Monitor Buzzcapture.
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