The parent company of KFC, Yum! Brands, is not known as a particularly tree-hugging company.
You can take that literally, according to Greenpeace's new campaign, which does not present the Colonel in the most flattering light. It is quite funny though.
The ultimute target here, in the usual way, is actually Asia Pulp & Paper, supplier of rainforest trees to KFC for packaging, according to Greenpeace. No doubt that, or the percentages involved, are disputed on all sides.
None the less, when attacked by Greenpeace, you need to respond substantively.
Yum! Brands media statement in response to the campaign (presumably) is amusing in its brevity if not demonstrative of a committment to dialogue and transparency.
It simply says:
"Yum Sustainability Media Statement: 60% of paper products we purchase are sourced from sustainable forests, and suppliers are moving toward 100%."
Well, that's OK then. Except that's not really good enough. It certainly isn't for Greenpeace. Here's their new animated video piece.
Greenpeace may find KFC/Yum! a tougher nut to crack than the usual targets though.
The company has serious 'form' when it comes to campaigners. Back in 2004, in the midst of the major PETA campaign, KFC called the group "corporate terrorists" and lobbied for their non-profit status to be revoked.
This will be an interesting campaign to watch, the cliched term "unstoppable force vs. immovable object" springs to mind.
But KFC's brand is as vulnerable as the next big company's, so my money is on Greenpeace. It may take a while though.