Consumers Spread Word of Peanut Butter Recall Online

As part of Nielsen’s kickoff presentation to the Advertising Research Foundation (ARF) research summit, Nielsen Online presented two Brand Association Maps (BAM) illustrating how consumers’ online conversations have affected peanut butter in the wake of a nationwide Salmonella scare.

What’s clear in looking at the pre- and post-event BAM maps is that online conversations about peanut butter soured very quickly. Once the first FDA report alerted consumers to salmonella-tainted peanut butter, online buzz tripled in a few short hours. Moreover, discussion was dispersed across the Internet; blogs, Twitter, Google search results and Wikipedia have all impacted the online presence of both peanut butter and the brands associated with the recall.