Shooting at sparrows with cannons?

A German customer finds a piece of plastic in a chocolate bar and triggers a recall campaign by the Mars Group for its Mars, Snickers, Celebrations and Milky Way products in no less than 55 countries.

Global recalls for safety reasons are very common in the automotive industry or for pharmaceuticals and medical products. In the food sector, however, they are rare. Michael Boenigk, lecturer in marketing at Lucerne University of Applied Sciences and Arts, is surprised by the scope of the recall. He is not aware of any similarly extensive recall campaigns for consumer goods.

"Food safety is becoming increasingly important in the perception of consumers," states Raymond Dettwiler, lecturer in marketing at the University of Applied Sciences Northwestern Switzerland. Local scandals in the processing of meat and sausage products, for example, have repeatedly frightened consumers in recent times.

Shooting at sparrows with cannons?

"From this perspective, Mars certainly reacted correctly," concludes Dettwiler. As it was a voluntary recall, Mars also mitigated the negative consequences of the action somewhat by acting quickly.

Michael Boenigk and Bruno Bucher, lecturer in marketing at Bern University of Applied Sciences, also believe that Mars acted correctly in principle with the recall as a global brand. Bucher emphasizes that if large corporations do not react immediately, there is a risk of shitstorms on social media. "Companies today are therefore more cautious, make quick decisions and react quickly, as shitstorms can cause massive damage," says Bucher.

Bucher believes that a quick recall will also be received positively by the public. The marketing expert believes it is possible that attention is being misused and that a recall is an attempt to put the company in the right light. In the current case, in which products in 55 countries are affected, there is a suspicion that "very big guns are being fired at sparrows".

SKS urges proportionality

The scope of the Mars recall has particularly angered the Foundation for Consumer Protection (SKS). It clearly considers it to be oversized and criticizes the fact that recalls lose their effect if they are used for the wrong purposes.

It is undisputed that the recall represents a major material loss for the company and an equally major waste of food. However, Mars has also succeeded in presenting itself as a responsible producer.

SKS President and SP National Councillor Prisca Birrer-Heimo asks the Federal Council how far the Federal Food Safety and Veterinary Office can control the proportionality of the recalls. In a similar case two years ago, Mars only compensated a consumer with chocolate and the payment of a dentist's bill.

Marketing expert Michael Boenigk also considers the recall campaign to be fundamentally oversized. However, he admits: "They are certainly not doing such a campaign voluntarily."

Mars Switzerland: No information on scope and costs

As expected, Mars Switzerland considers the large-scale recall to be necessary and proportionate. Quality and food safety are Mars' top priorities, emphasized spokeswoman Julia Henner on request.

Consumers showed understanding for the recall. No information is currently available on the number of products returned or the costs incurred by the Group as a result. "The costs in this case are secondary," is the only statement from Mars Switzerland.

According to Dettwiler, "a certain PR effect" is always part and parcel of recalls, as the aim is to avert potential damage to the company's image. Mars succeeded in doing this, as it immediately informed consumers directly and effectively via the media.

Consumers usually forget quickly

Dettwiler notes that the Group has been able to credibly demonstrate that quality and food safety are at the top of its list of priorities. In the short term, other products in the same category may be purchased, but in the medium term, no negative effects are expected for the Group.

Boenigk and Bucher also assume that consumers usually forget about recalls very quickly. "This is also to be expected in the case of Mars. We're not talking about a mouse in a hamburger or slaughterhouse waste in tinned raviolis, as was the case with the 'marketing classic' in 1978 - in other words, something particularly disgusting that sticks in the memory for a long time," says Bucher. (SDA)