Additionally, all constituents involved in this crisis displayed decisions and communications that revealed the many ethical dilemmas they faced. By understanding these dilemmas and evaluating the results based upon utilitarian ethics we better understand what happened in this case of the largest food recalls in history. Others can utilize this analysis of historical actions in determining how to react to future crises. Furthermore, this case reveals implications for constructing messages in an attempt to repair image. This case study argues that image restoration theory could also be utilized as an ethical framework. As demonstrated, this typology has implications for practitioners who are constructing messages in an image restoration campaign. While its message strategies did not show to be effective in this crisis, this case can provide an example for future cases that have ethical dilemmas, particularly ones that are impacting a large variety of publics.