Arun Sudhaman 29 May 2012 // 11:00PM GMT
SYDNEY--KFC Australia has called in Edelman to handle its public relations business in the country, amid criticism that it sources paper from threatened Indonesian rainforests.
The fastfood giant’s hire of Edelman follows a competitive review that featured two other firms, and marks its first appointment of a retained agency.
Earlier this week, Greenpeace Australia launched a global campaign that claims KFC’s packaging is sourced from Indonesian rainforests. The NGO has revealed that KFC is being supplied by Asia Pulp & Paper (APP), which has faced consistent criticism of its environmental record.
Edelman CEO Michelle Hutton said that the firm would provide a range of services, including “corporate reputation management, CSR, consumer and health communication, and digital engagement.”
KFC CMO Nikki Lawson also made mention of the importance of CSR in the assignment, noting that Edelman will combine a “traditional and digital PR framework which reflects KFC’s overarching vision and our commitment to corporate social responsibility.”
Greenpeace’s campaigns have stopped brands such as Mattel, Lego and Metcash from working with APP. The Indonesian paper giant, which works with WPP firms Cohn & Wolfe and Global Counsel, has consistently asserted that it is committed to producing paper in line with global sustainability standards.