THE MINDFUL SNACKING: MONDELEZ’S PR EFFORTS TO PROMOTE HEALTHY SNACKING

Abstract

As a multinational company which engages in the field of snacking industry, Mondelez Indonesia have been produce various kind of snack product for the Indonesian market. Beside produce that product, Mondelez Indonesia also try to provide the healthy snack to the community for the better future . One of the ways taken is use a CSR (Corporate Social Responsibility) program, this programs called Joy Sharing Day, Mondelez's JoySchool Event, which is focused on providing healthy meals and food for the elementary school childern in the Jakarta area, this program also shares excitement and joy in schools, with did various activities such as games, sport competitions, gardening, gymnastics, and various other interesting activities. From the background above, the researcher raises questions. How is the public relations planning and effort pursued by PT MONDELEZ to create the success program of this CSR.This study uses a descriptive qualitative approach. The method used in this study is a case study, researchers explored in depth the programs, events, processes, activities of one or more people. This study uses passive participation observation data collection techniques, interviews and documentation.In this study the researcher focuses more on the CSR program and the public relations planning so that it needs some supporting theories, such as CSR theory by Caroll and PR planning by Smith. Researchers have also searched several research journals with similar topics that will be needed or as a comparison and related to the research that will be conducted.This research found that this Joyschool CSR program used several communication tools to promoting their program. the communication tools are both modern and traditional tools, for the traditional they were used banners and posters to give the information to the school, and the modern is they used the media and website of Mondelez Indonesia to promoting their program in wide public and community.