The American Federation of Labor (AFL) is throwing its vast resources behind London's Kellogg's workers.
On Tuesday the union launched a campaign that targets the company for shutting down plants while reporting big profits.
The online campaign includes social media, websites and videos and features emotional stories from workers from Kellogg's London plant.
Ronald Baker, strategic campaign coordinator for the AFL, says the goal is to publicly embarrass Kellogg's for announcing the closure of the London plant while earning big profits.
"The only message Kellogg's seems to understand is how much money can they put in their pocket. And the general population, can [with this] send a loud strong and powerful message."
The AFL says it has also secured bookings on American cable talk shows to discuss the workers' plight.
The union website kellogggreed.com alleges Kellogg executives are getting hefty bonuses and investors are getting rich as employees and communities are "left devastated and angry."
Baker says the goal of the videos and the website is public education.
He believes the workers' stories are a rallying cry, not just for London, but for the entire North American middle class.
Besides public support, Baker hopes tie campaign could prompt a grassroots campaign could start in London as it has in Memphis, Tenn.
Kellogg's officials repeat that the are mindful of the sensitive situation the workers at the London plant face and that they are continuing to work with the union towards an agreeable package for employees.
In an email response to inquiries from CTV News, Kellogg company spokesperson, Kris Charles says:
"Kellogg is operating in an increasingly tough ready-to-eat-cereal category, and has significantly more manufacturing capacity in certain regions and categories than the business demands. We have evaluated our Global Supply Chain network to design a network with the right number of plants and production lines - in the right locations - to better meet our current and future production needs and the evolving needs of our customers.
"As with any project of this scope, and one that impacts people, the decision to close our London plant was a difficult one. It was not a reflection on the performance of our employees. We value greatly their commitment and contributions to Kellogg. As you would expect from a company like Kellogg, we are doing everything we can to help those who are impacted through their transitions."
