The invitation (seen to the right) promised an evening with chef George Duran, a four-course meal, and a surprise at the end of the evening. Additional invitations were to be made available for bloggers to share with their readers. It sounds pretty terrific, doesn't it?
In a nutshell, this was intended to be similar to the Pizza Hut pasta switch. You've seen those commercials, right? People are invited to a nice restaurant for a pasta dinner, only to find out - after the fact - that it wasn't haute cuisine, but Pizza Hut's new pasta offerings.
Chuckle, chuckle. "Ooh, you fooled me." New ad campaign is launched.
In this case, the bloggers invited to dinner were somewhat seduced with talk of preservative-free food and community-supported agriculture prior to the meal. The implication was, apparently, that the food they would be served would exemplify those concepts. Instead, the diners were treated to Marie Callender's new lasagna meal and Razzleberry pie - soon to be found in the freezer section of your local market.
It wasn't so much the deception by ConAgra/Marie Callender's that I found upsetting. They were attempting to prove that, if you removed the labels, most people couldn't tell chef-made from frozen. Unfortunately, they also scripted and controlled conversations, leading people to believe that they were not just getting chef-made, but healthy chef-made. That was the hook for the ad campaign.
While we don't know if there were outraged consumers after the Pizza Hut pasta meal, we do know that the bloggers (by and large) were not amused by what many felt was a bait-and-switch. There are posts all over the 'Net attesting to their dissatisfaction. And a great number of comments attached to those posts.
The comments are what triggered my ire. Many of them read like plants; highly negative, personal attacks on the bloggers. I don't know if they're damage control by ConAgra or not. But if you look at Chubby Chinese Girl or Mom Confessionals or Food Mayhem, all quoted in the NYT article, there are a number of snarky commenters jumping from blog to blog.
This was a PR stunt that went badly. Bloggers who pride themselves on the veracity of their work were duped. They have the right to voice an opinion of the event; a responsibility, in fact.
They don't deserve to be attacked for expressing their displeasure. Well, I don't think they do, anyway. What do you think?