This week, Paula Deen revealed a not-so-surprising secret: she has type 2 diabetes. Not surprising because this not-so-fit chef and TV personality has been preaching her love of all things butter since she first graced us with her presence on the Food Network some years ago. And boy, did she grace us. She epitomized southern hospitality – she called us all her friends, she sent us “love and best dishes” and she welcomed us into her home.

Admittedly, I too fell in love with Paula. It was refreshing not to see her scrutinize every morsel of food she put into her mouth. It was refreshing to see that she was comfortable in her own skin, despite being well into her 50s and overweight. It was refreshing to see such a healthy appetite for food – and for life. And so I, along with the rest of America, bought her cookbooks and bakeware. In essence, I bought into her persona (my PR background doesn’t make me immune to marketing tactics, just more aware of them).

Since making the announcement, Paula has been the subject of consumer backlash. Many feel deceived. Many are disappointed that she withheld this news for the last three years. Many feel that she forced her fat-and-sugar-laden recipes upon them and, to some extent, down their throats.

The problem with Paula’s announcement had nothing to do with the timing. It had nothing to do with the recipe of disaster she cooked up for herself (pun intended). Instead, it had everything to do with her motive for making the announcement: a deal with a giant pharmaceutical company named Novo Nordisk, a major manufacturer of diabetes drugs.

It’s no secret that Americans’ trust in corporations is declining, and the pharmaceutical industry is not immune to it. We’re a nation that loves a good David vs. Goliath story – the triumphant little guy (American consumers) against the big giant (corporations). So why is Paula, one of the friendliest faces on television, suddenly aligning herself with the Goliath corporation rather than consumers? That’s the real problem. Right now, it seems like Paula’s only looking out for herself and her pocketbook, not all the friends she made along the way.

What would’ve been more Paula-esque? For one, putting her friendly face on a campaign to educate the public about diabetes could’ve been a step in a positive direction. Second, if Paula admitted the error of her cooking ways and proposed a healthier lifestyle for her and all her “friends,” with the help of a trustworthy and respectable partner (like the American Diabetes Association [ADA], for example) things could have played out a whole lot differently*. Cone’s 2010 Cause Evolution Study found that 81 percent of consumers believe that if a celebrity’s commitment to a cause is authentic, he or she can play a significant role in raising awareness for the issue. Imagine the power of Paula Deen.

Do I think this will cause irreversible harm to the Paula Deen brand? No, because, if there’s a story the American consumer enjoys more than a David vs. Goliath, it’s the resurrection of a fallen hero. What it will do is make us all a little more skeptical about what goes into our foods and just how much fat we’re willing to let into our lives – even if it comes wrapped in a sugary sweet southern drawl.

--Jenna Walsh, Senior Account Executive

*Note: In later interviews, Paula noted that an undisclosed percentage of her earnings as a spokesperson for Novo Nordisk will be donated to the ADA.

Comments

Stacie

March 5, 2012 11:13 AM I love Paula Deen and I think the public has been too harsh on her. I love making her recipes from time to time but that doesn't mean she forces those eating habits on me or my family.

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