Edelman will lead a variety of brand marketing and corporate social responsibility campaigns.
Nikki Lawson, the brand's chief marketing officer said the Edelman team demonstrated an understanding of current and upcoming business challenges as well as communication objectives in Australia. Edelman presented a unified strategy for using traditional and digital PR to address upcoming "exciting" changes, Lawson added.
Asked what those changes might entail, Kate Ferguson, director of Edelman’s new corporate brand practice and the KFC account lead, told Campaign Asia-Pacific that the brand has made "improvements to the quality of the KFC experience", for customers and staff.
"They want to ensure that when customers come to KFC, they can be assured that they will enjoy a choice of great-tasting meals made fresh in-store, with Australian produce," she continued. "KFC were looking for a PR agency to help ensure the good work it is doing, especially in the area of corporate social responsibility, was well understood by key stakeholders."
As a specific example, Edelman has worked with KFC to announce its introduction of locally sourced canola oil for cooking. "This significant initiative is a great vote of confidence in the Australian economy, supporting hundreds of local farmers," Ferguson said.
Michelle Hutton, CEO of Edelman Australia commented that as fans of the brand, the agency will deliver an integrated team with expertise across corporate reputation management, CSR, consumer and health communication, and digital engagement.
