May 30, 2014Published by: Drew Benvie

PR Week asks Battenhall: Hit or Miss on Heinzgate?



This week I was asked to deliver PR Week's Hit or Miss. The topic was the Heinz brand-jacking, where a Twitter veteran of five years and 37,000 tweets started imitating the baked beans company online and subsequently got his account suspended following a tough response from Twitter and the brand police.

What happened could so easily have been put to Heinz's advantage, as I explained in PR Week. But instead I fear Heinz missed a golden opportunity to show that they get how social works and that they know how to engage an audience.

The full piece on PR Week is here.

PR Week Hit or Miss - Battenhall

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