PR Star: Mark’s Work Wearhouse pulls Caterpillar boots

It’s rare to see a company’s Facebook page blowing up for a good reason, but that’s exactly what’s happened to Mark’s Work Wearhouse.

In a move that’s elicited a hugely positive response from consumers, Mark’s Work Wearhouse decided to pull all Caterpillar brand boots from its London, Ont. stores, showing solidarity with local workers after the company shut down a plant in the city.

Impressively, this is only a small sample of the posts that have plastered the company’s Facebook page. Even more impressive is the individual response to each and every comment, even responding into the wee hours of the morning.

PR agencies everywhere should take note. This is how you do ‘good PR’. The company tapped into the feelings of customers and managed to get massive amounts of earned media and positive customer response from the simple move of pulling a product from local stores. It was a risk, but it paid off and has afforded the chain a new brand of customer loyalty.

Kudos, Mark’s Work Wearhouse.