Mondelez Malaysia Wins Gold Award At 2015 Prweek Asia-Pacific

KUALA LUMPUR, June 29 (Bernama) — Mondelez Malaysia has won the Gold Award at the 2015 PRWeek Asia-Pacific Awards for its Cadbury chocolate halal issue management efforts last year.

In a statement today, Mondelez said the awards were held in Hong Kong recently to shine efforts on successful campaigns, companies and individuals in the Asia-Pacific and the company was the only one from Malaysia to walk away with a Gold Award.

cadbury_dairy_milk_roast_almond-jakim-not_halal“Mondelez Malaysia was recognised for the way it handled the crisis through a comprehensive crisis management and communications strategy, following an unsubstantiated report which claimed two variants of its Cadbury chocolates contained porcine DNA,” it said in a statement here today.

Head of corporate and government affairs of Mondelez Malaysia, Raja Zalina Raja Safran, said the extent of public backlash and politicising that came about was unprecedented and held local and international attention for two weeks.

“Throughout the initiative to restore confidence and credibility of the brand, we continued to commit and engage with various stakeholders – government, consumers, trade partners and industry-players,” she said.

The Cadbury Malaysia team implemented a communications campaign titled “Project Percaya” to restore confidence in Cadbury’s key stakeholders, re-establish its commitment to consumers and rebuild credibility for the brand through the same channels that had questioned the halal status of its products.

By the end of December 2014, six months after the issue first broke, sales improved to 80 per cent of pre-crisis numbers.

Mondelez Malaysia is part of Mondelez International, a leading snack food powerhouse and owner of iconic brands such as Cadbury Dairy Milk, Oreo, Jacob’s, Tiger Biskuat, Chipsmore and Twisties.