Arun Sudhaman 18 Sep 2018 // 12:00AM GMT
SINGAPORE — The world's second largest palm oil producer has brought in agency support as it attempts to demonstrate the positive role that its products play in terms of human development, food and nutrition.
Golden Agri-Resources (GAR), which is owned by the giant Sinar Mas conglomerate, has enlisted Singapore boutique Spurwing Communications to help support the second edition of its 'Extraordinary Everyday' campaign, a largely digital effort that not only targets sustainability leads at FMCG and financial companies, but also aims to engage directly with customers and consumers.
"We looked for an agency to help us amplify the reach of these videos and help us ignite a conversation about the positive role palm oil and palm oil products play in the everyday lives of people around the world," said GAR VP of corporate communications and sustainability relations Anita Neville.
"We chose Spurwing because they instinctively understood our desire to broaden the conversation from the 'business as usual' deforestation narrative to one about human development, food, nutrition and the role of palm oil products in everyday life," added Neville. "They also offered a savvy and sensible approach to making a limited budget stretch further."
Like many companies in the palm oil sector, GAR's reputation is significantly influenced by its efforts tackle deforestation. The four-video campaign tries to shed light on the stories of real people who work in various aspects of GAR's business, which encompasses 170k employees in Indonesia alone.
GAR, said Neville, does not have a PR agency on retainer, preferring to enlist support on a project basis. Spurwing's assignment began in May and is due to conclude in November. "The lessons we learn from this campaign will help inform future campaigns," said Neville.
GAR had previously worked with Cohn & Wolfe, a relationship that ended when the WPP firm stopped supporting Sinar Mas sibling Asia Pulp and Paper.