Social campaigning in the food industry

This paper deals with social campaigning in the food industry. The food industry, its problems and the role of stakeholders and NGOs will be examined and presented, and the definition of social campaigning, the importance of sustainability, corporate social responsibility and sustainability communication will be highlighted. After covering the basics in the theoretical part, the focus shifts to the practical example of Volvic and a critical analysis of the social campaign ’1 litre for 10 litres’. In the conclusion, the tools for successful social campaigning in the food industry are explained and opportunities for optimisation are identified.