SHANGHAI—Weber Shandwick has been selected to handle the China corporate communications brief for leading self-service wholesaler Metro Cash & Carry. The assignment involves support for Metro’s change management communications and World Expo association and includes a road show to 19 stores and communications around its exclusive sponsorship of the Dusseldorf pavilion at Expo 2010 in Shanghai.
“We chose Weber Shandwick for its strong experience in change management communications in the China market and their unequalled history and understanding of the Shanghai Expo,” says Katrin Sulzmann, head of corporate communications, external affairs and corporate social responsibility for Metro Cash & Carry China. “A strong communications partner is key for us as we communicate our enhanced strategy in China to key stakeholders.”
The wholesale giant will be running the Good Food Bistro at the Düsseldorf pavilion where visitors will be able to enjoy products from members of the Star Farm Initiative. Launched in China in 2009, the Star Farm initiative allows products to be traced along the entire supply chain, from “field to fork.” Weber Shandwick will be charged with organizing key stakeholder visits to the pavilion so that media, regulators, academics and government leaders can learn more about the Star Farm Initiative.