Opinion

Entenmann's Twitter Fail: #NotGuilty Hashtag About Death, not Donuts

According to the Washintgon Post, baked goods company Entenmann's is doing emergency public relations backflips after someone at the makers of boxed coffee cakes tweeted "Who's #notguilty about eating all the tasty treats they want? on their official @Entenmanns Twitter feed

What's the problem? The #notguilty hashtag was actually related to the Casey Anthony not guilty verdict.  In the PR world, equating your baked goods to a woman who was just acquitted in a death penalty case over her child is a very bad thing, indeed.

 

Entenmann's issued an apology (through Twitter, of course), " Sorry everyone, we weren't trying to reference the trial in our tweet! We should have checked the trending hashtag first. Our #notguilty tweet was insensitive, albeit completely unintentional. We are sincerely sorry."

If that little PR shitstorm wasn't enough, someone set up a fake Twitter account @EntenmannsPR that managed to tweet such random gems as "The only thing your dad will smell in the trunk of your car is our delicious donuts! #notguilty" before Twitter suspended them.  

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Laine Doss is the food and spirits editor for Miami New Times. She has been featured on Cooking Channel's Eat Street and Food Network's Great Food Truck Race. She won an Alternative Weekly award for her feature about what it's like to wait tables.
Contact: Laine Doss