A graphic undercover video of Nestlé-owned pizza brand DiGiorno's dairy source was released on Tuesday, depicting the farm's workers savagely abusing cattle. Nestlé's in-house communications team is handling the crisis without agency help.
Nestlé declined to comment on its communications strategy.
Weber Shandwick is the AOR for Nestle's pizza division, which, along with DiGiorno, includes California Pizza Kitchen, Tombstone, and Jack's. The agency is not involved with the brand's crisis communications for this incident, said an agency representative.
After seeing the footage, DiGiorno and cheese supplier Foremost Farms USA, both of which denied any knowledge of animal abuse, severed ties with Green Bay, WI-based Wiese Brothers Farm. The video was reportedly shot in October and November by an activist with animal-rights group Mercy for Animals who was working on the farm.
Since the controversy came to light, the farm has reportedly fired two employees and assigned another responsibilities that do not involve animal handling.