Rewired has supported Cadbury's Community team, and now Kraft Foods, in generating PR for the work of Community Champions across the UK since March 2009.
Rewired was appointed to promote the volunteering and fundraising work of Kraft Foods' employees across the company's 12 sites, and help to raise the profile of the charitable and community organisations who benefit from this work.
In 2011, Rewired worked to promote the individual programmes that Kraft Foods is involved in. This included the promotion of the Health4schools programme and Kraft Foods' annual Delicious Difference Week, a global volunteering week that places over 35,000 Kraft Foods volunteers in their local communities.
Through frequent communication with all of Kraft Foods' UK sites, and liaison with the regional press, we have been able to build strong relationships that have allowed us to promote community activity in a timely and effective way.
By attending national update meetings and conferences, we have presented to the Kraft Foods employees, delivering training on the value of community work and how, through effective media coverage, it can help to promote the company and the charities it supports.
We have submitted award entries to highlight the successes of the Kraft Foods community programme, and won. In the past three years, Kraft Foods has won awards including the BITC and FDF Awards.
By working closely with the corporate affairs team, we have identified the key messages which assist in highlighting the different and varied activity Kraft Foods employees take part in every year.
Over the past three years Rewired has generated a media value of overÂ£850,000 in print, online and broadcast coverage.
In 2011, Rewired secured 184 pieces of coverage across the UK in the regional press, including features on regional radio and comment pieces in local newspapers.
Rewired ensured key messages were successfully highlighted and each of the Kraft Foods sites across the UK was represented well in the media.