The current Greenpeace viral marketing campaign targeting Nestle and KitKat in particular is a challenging piece of guerilla marketing which raises the profile of sustainable palm oil in a very cost effective fashion for Greenpeace
This type of guerilla warfare makes it very difficult for brand owners to know where the next attack is coming from.
What surprises me is that Nestle had already made a commitment to use only certified sustainable palm oil by 2015 when sufficient quantities were expected to be available. This seems like a reasonable stance to be taking as there is not enough sustainable palm oil available at the moment for everyone to change over.
So why pick on Nestle, or is it more due to a particular supplier which Nestle is currently which raises some questions about supplier auditing and its role within corporate social responsibility.