METRO Cash & Carry, an international leader in self-service wholesale, entered the China market in 1996, and currently owns 87 stores in 58 cities. In 2015, to build leadership in the industry and support the government’s newly revised Food Safety Law, RF Thunder was tasked by METRO China to launch the METRO Food Safety Campaign. A range of stories, focusing on METRO’s safety and quality, were portrayed from a professional customer’s angles. For example, Quan Jinglian, founder of Shanshan Steamed Dumpling, a popular restaurant in Shanghai, expressed her confidence in METRO’s fresh meat when sharing the recipe for authentic steamed dumplings. The high-quality of METRO’s cooking oil was praised by Lan Kuiquan, experienced chef of SPICY, who believes that cooking oil is the very first step for food safety. These compelling stories were shared among customers, as well as the general media. Media tours to METRO stores in Beijing, Shanghai, Guangzhou and Wuhan were conducted to allow journalists to witness their safe operations. The communication programs received extensive coverage across print, online and social media, both regionally and nationally. As a result, METRO China’s strength inn safety and quality was successfully established among professional and individual customers.