A PR crisis management expert has warned there are “rarely” winners in a battle like the one we’re seeing unfold between food influencers Nagi Maehashi (RecipeTin Eats) and Brooke Bellamy (Brooki Bakehouse).
ICYMI, Nagi accused Brooke of plagiarising two of her recipes in her cookbook Bake With Brooki, published by Penguin Australia. Brooke has denied all the allegations, saying she doesn’t “copy other people’s recipes”. In response, Nagi said she didn’t make her “statement lightly and without doing serious groundwork”, adding she had “nothing to gain out of speaking up”.
Patrice Pandeleos, Founder and Managing Director of Seven Communications — who has worked across some of Australia’s highest-profile crises — tells Chattr this particular situation “illustrates how quickly reputations can be tested in the digital age, especially when claims of creative theft arise”.
“Public sentiment often forms rapidly and emotionally, particularly when a well-loved figure, Nagi Maehashi, is involved. In any controversy, transparency, humility, and timely communication are critical and must be handled quickly. In this case, these elements appeared to be lacking in the initial stages of this saga,” she says.
In particular, Brooke’s team should have been better prepared to handle the situation. Nagi noted that she has been in discussions with Brooke and Penguin Australia for the last six months, so those involved had plenty of warning.
“The response [from Brooke] felt reactive and defensive, rather than strategic,” Patrice explains. “Our advice in a case like this would be to assess the facts and communicate with empathy. Acknowledging the concern, without necessarily admitting wrongdoing, and offering to look at it can go a long way in preserving trust. A tone of humility would have been more effective than a defensive stance.”
Who will win: RecipeTin Eats or Brooki Bakehouse?
Patrice notes that there are “rarely” any winners when it comes to a high-profile stoush.
“While public drama can drive engagement, both parties typically suffer reputational wear. However, the way each responds can define their long-term brand perception. If one side demonstrates grace, accountability, and professionalism, they may come out with greater public trust — but it requires discipline and the right strategy,” she says.
The crisis PR expert predicts Brooke will face “significant damage” to her brand, due to brand equity the food and lifestyle space being built on “authenticity and originality”.
“If customers start to doubt that, recovery becomes an uphill battle. That said, with the right approach, brands can recover. But it requires more than just one Instagram post; it needs a thoughtful long-term strategy,” Patrice warns.
According to the ABC, Brooke has already been dropped from one of her ambassadorships with the federally funded Academy for Enterprising Girls. The program provides girls with online classes and workshops to help them gain entrepreneurial skills.
The publication reports it was a “small value” deal worth $10,000 — and Brooke had received just half of that amount.
“While we make no legal assessment on the allegations aired in the media, we have informed Ms Bellamy that we will not move forward with the engagement at this time,” the academy said in a statement.
If there’s anything that influencers can learn from this saga, it’s to be prepared for the worst. Patrice notes it’s “vital for brands to have a crisis plan in place” — no matter how small you are.
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