“Guys, we’re running out of pistachio ice cream. The demand is insane. We miscalculated. We’re doing everything we can to bring it back as soon as possible, but we’ll for sure be out for a few days. That’s a fact.” These were the words from our client at McDonald’s Croatia that sparked one of the most charming examples of crisis communication in the local marketing space. And that’s why, instead of panicking, we did what we do best: reacted quickly, honestly, and with a healthy dose of humour. In collaboration with OMD Croatia and Futura DDB, we launched a mini campaign under the hashtag #PistachioGate.

Crisis Communication in Real Time – What Did We Know at the Start?

• We knew we had the client’s trust
• We knew we had to react immediately
• And we knew we wanted to communicate openly – in the brand’s signature tone: honest, approachable, and witty

We didn’t yet know the exact format, but one thing was clear: this wasn’t just a logistical issue, it was a communication opportunity.

#PistachioGate: From Shortage to PR Stunt

Our inspiration came from the viral Instagram trend #DudeWithSign. Our designer became the local version of Seth Phillips, holding up signs like:

• “Where’s the Pistachio?”
• “Bring Back Pistachio”

The campaign was short but sharp. It combined:

• A PR stunt with physical presence on the ground
• Reactive social media content (memes, real-time replies, witty comments)
• In-restaurant communication

All executed by three agencies working as one team. The key? Timely reaction, brand tone consistency and great instinct.

Crisis Communication as a Tool, Not a Defence

What happened after the campaign launch couldn’t have been scripted—but we secretly hoped for it. Other brands started joining in. Pistachio became the topic. Everyone wanted a “scoop” of the trend. What started as a logistical challenge turned into a case study in proactive crisis communication. That’s why we like to say: the best campaigns aren’t born in calm, but in chaos used wisely.

What We Learned from #PistachioGate

1. Timely reaction = gold

In crisis communication, time is currency. Had we waited even 2–3 days, the story would’ve faded. Instead, we owned the narrative and captured the moment.

2. Honesty pays off

Rather than hiding the shortage, we said: “We miscalculated. We’re fixing it.” People appreciated the transparency. Honesty is the strongest currency in times of crisis.

3. Humour disarms

No sterile press releases. We used signs, memes, and a TikTok mindset. It worked—humour builds empathy and defuses tension.

4. True teamwork makes the difference

This campaign wasn’t the work of one person or one agency. It was a true partnership—strategic, creative, and perfectly coordinated.

Crisis Communication as a Brand Superpower

If you ask what separates good brands from great ones—it’s how they communicate when things go wrong. #PistachioGate showed that:

• Crisis communication builds trust
• Timely creativity creates buzz
• Brands can behave like humans—not robots

The Pistachio May Have Run Out – But Trust Didn’t

Sometimes you run out of a product. But the worst thing you can lose is your voice. In this story, crisis communication wasn’t Plan B—it was Plan A. And just like McDonald’s has the recipe for the best pistachio ice cream, we had the perfect recipe for a communication response that made all the difference.