Update: Campbell’s Soup denies that they have a verified Twitter account for Pace Foods. The entire Twitter “meltdown” appears to be a hoax, perpetrated on Kinane by comedian Randy Liedtke. We got had, too. Apologies.
Things got a little caliente under the collar yesterday for Pace Foods, the brand most known for its Pace Picante sauce. A series of private messages were ultimately made public resulting in the apparent firing of a Pace employee and the suspension of the company’s Twitter feed.
It began in the morning when Pace Food’s Twitter account favorited offensive tweets written by comedian Kyle Kinane. The weird thing? His insulting tweets had been written written 10 months ago. Kinane, noticing that the account was favoriting any tweet he used mentioning the brand, took advantage of the situation, and made a few jokes at Pace Food’s expense.
As Kinane continued to tweet about Pace’s presumed Twitterbots, a person named “Eric” representing Pace sent Kinane a private direct message, asking him to remove all mentions of Pace from his account. What follows is a highly unusual (and fairly humorous) private exchange in which at least two other Pace associates chime in. Kinane made the entire exchange public with the following screenshots:
The direct messaging continued between Kinane and Pace, and gets a bit weirder.
Another Pace associate, “Miles,” becomes involved.
It almost seems as though the episode had come to an end, until a third associate, “Sharon,” steps in.
Next, “Sharon” tries to continue the conversation with Kinane in direct messages.
Miles apparently returns…
…and tweets offensive things from his personal account to Kinane.
Pace then publicly issued a cryptic Twitter apology, and suspended the account.
-
‘The worst of both worlds’: Confessions of an agency HR exec on the push and pull of returning to the office
In the latest edition of our Confessions series, in which we exchange anonymity for candor, we hear from an agency HR exec on the current Catch-22 situation many employers find themselves in.
-
Snapchat’s limitations are finally catching up — and marketers are noticing
If Snapchat really wants to push past the competition to be a leader in the ad space, it still faces an uphill battle to get its ads business back on track.
-
How a startup supplement brand is ramping up its TikTok strategy
As data privacy regulations muddy Facebook and Instagram targeting capabilities, a supplement startup is turning its attention to building community on TikTok.
-
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
-
‘Taps into nostalgia’: Why Elysian Brewing is leveraging NBCUniversal’s Chucky to tout new beer
In celebration of all things Halloween, this beer is a limited release that celebrates the holiday and the horror genre just in time for season two of Chucky to premiere on Oct. 2.
-
Ex-Deloitte and Merkle execs form a new consultancy targeting middle-market companies
UpperRight has set its sights solidly on middle-market clients, and is guided by co-founders who both have decades of consulting and agency chops between them.
