CorpComms Magazine

Mobile phone provider, Vodafone, and snack food company, Del Monte, have generated the most positive feedback online, according to a biannual Advocacy Index published by PR agency, Kaizo.

The results demonstrated the benefits of capitalising on a new product launch with creative marketing. Del Monte's move into the fresh fruit market may have got grocers talking but it was its 'Naked Fruit' campaign featuring a nude Man from Del Monte sporting nothing but a Panama hat, that kept Internet punters happy. The food company had already proved its credentials in crafting fresh and innovative publicity campaigns with the creation of the 'licence to chill' ice lolly - a blueberry, pomegranate and cranberry flavoured sculpted torso of the James Bond star, Daniel Craig, in the summer of last year.

The launch of Vodafone's network on the Apple iPhone also created a raft of positive publicity, with every successful application feeding back in to the network provider's reputation.

However, not all publicity is good publicity and online monitoring revealed increasingly negative feedback directed at the airline and mobile telecoms sectors with more and more customers venting their frustrations online.

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