World's biggest food company 'planning online PR campaign'

World's biggest food company 'planning online PR campaign'

The world's biggest food company, Nestle, is to launch a campaign to defend its reputation amid "vociferous" criticism on social media sites.

PR Week said the Swiss firm is keen to address a range of issues, from long-standing concerns about its formula milk to a more recent "hijacking" of its online marketing services by critics.

The publication reported that in 2009, Nestle suffered a "social media crisis" after its invite to influential parenting bloggers in the US on Twitter was taken over by activists and turned into a "highly visible" anti-Nestle campaign.

While there has been no official comment on the online PR push, PR Week said a company source had told it the firm is keen to counter criticism because "stories don't die online".

According to the Yomego Social Media Reputation audit, which measures the amount of discussion about brands on social media websites and the sentiment behind it, Nestle had a positivity rating of 12 out of 100. Rival food company Kraft scored 32.

Nestle products include Nescafe coffee, KitKat chocolate bars and breakfast cereal Shredded Wheat.

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