It started with a video inviting Gwyneth to a friendly, fact-based discussion about MSG over a delicious, umami-filled dinner. To draw attention, we launched paid ads targeting Goop staffers, made a site debunking “clean eating” myths, and whipped up a whole tasting menu that we also turned into cooking content on social.

For our dinner, we chose a venue steps away from Goop HQ, saved a seat for our guest of honor and stacked the rest with members of the media. And guess who didn’t show. But Gwyneth’s absence only fueled the media storm, with countless headlines calling out Goop’s unscientific policies, while overwhelming support from consumers flooded the internet. Today, so many more clean eaters have warmed up to MSG, and so, too, has Goop, with their articles featuring misinformation about the ingredient now permanently revised.