You fight sticky with sticky!!
For many years, McDonalds fought rumours it put earthworms as filler in their burgers. In 1978, McDonalds denounced the rumours as “unfounded and unsubstantiated” Guess which idea was stickier, “earthworms in your burgers” or “unfounded and unsubstantiated”
In 1992, Ray Kroc, McDonalds very famous CEO came up with a better idea! “We couldn’t afford to grind worms into meat. Hamburger costs a dollar and a half a pound and night crawlers cost six dollars”. STICKY WITH STICKY. The earthworms rumours died.