The main goal of the study was to understand the extent to which discussions focused on the contaminated product versus the brands involved (measured by mentions of the cereal and the brands). To contribute to current literature on product harm in general and product harm in the food industry in particular, this study examined 6,894 Facebook discussions during the unfolding Unilever/Telma Salmonella-contaminated cereals 2016 crisis in Israel. During the three-month analysis, 2,894 conversations mentioned the contaminated product, followed by discussions of the role of "Unilever" (2,052) and "Telma" (1,897) in the crisis. While there were practically no conversations about the product or brands prior to the discussed communication crisis, a spike in the number of conversations occurred when the crisis started. The study attempts to help fill the gap in the literature on studies of social media during unfolding product harm crises and to contribute to image restoration literature. The analysis displays the immediacy and severity of the damage for brands' image in the food industry in social media conversations during product harm crises. It also highlights the strategy of denial as inefficient in reducing attention against the brand facing image crisis.