CSR plans for Kellogg's under new UK corporate affairs director

Kellogg's new UK corporate affairs director Paul Wheeler is considering a comms drive to encourage its 2,000 employees to get involved with its CSR efforts.

Paul Wheeler: Kellogg's new UK corporate affairs director
Paul Wheeler: Kellogg's new UK corporate affairs director
The key plank is the ‘breakfast clubs’ that the company has funded for the past decade, giving children the chance to eat before school with teachers and classmates.

Staff could also get involved with Kellogg’s more recent support for food banks, which may become a bigger operation this year.

Talking to PRWeek following his promotion from head of external comms at the end of February, Wheeler said he wants ‘to do more to tell our corporate story’.

‘We are looking at rolling out an employee volunteering programme that my team would manage,’ he said.

The board-level role gives Wheeler additional responsibility for corporate reputation, internal comms, brand PR and corporate social responsibility.

His predecessor, Rachel Fellows, was promoted in January to European director for external comms and brand PR, leading an expanded three-strong team based in the company’s European headquarters in Dublin.

This follows the US-listed cereal producer’s transformative acquisition of the Pringles snack brand from Procter & Gamble last year.

While Pringles are produced in Belgium, Wheeler is focusing on UK-based staff who produce Kellogg’s products at one Manchester factory and two Wrexham factories, as well as staff from its Manchester head office.

Kellogg’s UK recently recommitted to the breakfast club initiative, also known to the public as ‘Give A Child A Breakfast’, with the pledge to give away 15 million breakfasts by 2016.

Wheeler added he had no plans to change the six-year-old company culture of employing PR agencies only for occasional project work.

‘The philosophy is that PROs should be within the business next to people making the decisions. Rather than being the last step in the chain, we can be in right at the beginning of the first meeting. It may not work for other businesses but it works for us.’

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.