Makro, one of Thailand’s most establishoperating under CP AXTRA Public Company Limited, has officially taken a bold step toward reshaping its brand identity by naming the rising global music sensation MILLI as its newest brand ambassador. The appointment covers both Makro and Makro PRO and serves as the official launch point for the company’s new nationwide marketing initiative titled “Live Like a PRO.” With this campaign, Makro is not only strengthening its connection with younger Thai consumers, but also reinforcing its long-term ambition to evolve far beyond its traditional wholesale roots into a fully integrated omnichannel platform designed for modern lifestyles and business demands.
The “Live Like a PRO” campaign reflects a major transformation in how Makro wants to be perceived in the Thai market. For decades, Makro has been widely recognized as a dependable wholesale destination for restaurant operators, retailers, and professional buyers. However, consumer habits have shifted dramatically in recent years, driven by digital technology, e-commerce growth, and a rise in small business entrepreneurship. Makro now aims to serve not only large professional customers but also everyday consumers who are increasingly managing multiple roles, such as household shoppers, online sellers, food vendors, and micro-business owners. Through this campaign, Makro positions itself as a partner that can support all these roles with efficiency, affordability, and reliability.
Makro’s New Message: Professional Standards for Everyone
At the heart of the “Live Like a PRO” campaign is a simple but powerful idea: living like a professional should not be limited to business owners or corporate buyers. Makro is redefining what it means to be a “PRO” by making professional-level product access, pricing, and supply dependability available to everyone. Traditionally, professional buyers depended on Makro because it offered bulk availability, consistent product quality, and cost-effective pricing that helped them run businesses smoothly. Now, Makro is extending those same advantages to a broader customer base, including families, students, working professionals, and part-time entrepreneurs.
This new direction reflects how consumer lifestyles are evolving in Thailand. Many people today are no longer defined by a single job or role. A person may work full-time while also operating a small food business on weekends, selling products online, or supporting family needs. These consumers require shopping solutions that are flexible, fast, and reliable. Makro’s campaign recognizes this shift and positions the brand as the supplier that empowers modern Thai consumers to manage life and work more effectively.
Instead of focusing solely on being a wholesale chain, Makro is building an identity as an omnichannel ecosystem that supports both daily living and business success. The “Live Like a PRO” message is designed to communicate that Makro is not just a store, but a platform that can upgrade how people shop, prepare, sell, and operate.
Why MILLI Was Chosen as the Face of the Campaign
To bring this message to life, Makro selected MILLI, a young and fast-rising Thai artist from YUPP! Entertainment, as the brand ambassador. MILLI has earned recognition not only in Thailand but also internationally, becoming one of the most prominent representatives of Thailand’s modern music and youth culture. Her creative style, bold personality, and strong voice make her an ideal figure to represent a brand that wants to break out of old boundaries and connect with a new generation.
Makro’s choice of MILLI reflects a deliberate strategy to connect with digitally native audiences. Younger Thai consumers are highly active on social media platforms and increasingly influence shopping decisions at both household and small business levels. MILLI resonates with this demographic because she represents confidence, creativity, and ambition. She also symbolizes the new generation’s mindset: independent, entrepreneurial, and willing to challenge traditional systems.
In Makro’s vision, being a PRO is not simply about job titles or professional status. It is about attitude and approach. MILLI embodies this message because she represents a mindset of determination and self-belief. By selecting her, Makro reinforces the idea that anyone can live like a PRO if they have the right tools, the right access, and the right support.
Music and Branding Combined to Build Stronger Consumer Recall
One of the most distinctive aspects of the campaign is how it integrates music and pop culture into brand communication. MILLI contributed directly to the campaign by participating in the writing of lyrics for the official “Live Like a PRO” theme song. This approach makes the campaign more than just a traditional advertisement. Instead, it becomes a cultural moment designed to build emotional connection, engagement, and strong brand recall.
MILLI also appears in the official music video for the campaign, giving Makro an opportunity to reach audiences through entertainment-based marketing. This strategy is especially effective in a digital environment where consumers often respond more strongly to creative content than to standard promotional messaging. Music-based marketing allows Makro to present itself as modern, relevant, and in tune with the lifestyle of younger shoppers and business owners.
Through MILLI’s involvement, Makro is using creativity as a bridge between wholesale reliability and lifestyle branding. The campaign communicates that Makro can be both practical and inspiring, offering value not only through products but also through identity and community.
Makro’s Omnichannel Shift: Beyond Traditional Wholesale
Makro’s transformation into an omnichannel business is central to this campaign. While the brand remains strong in its physical wholesale store model, the company is now expanding its ecosystem to ensure customers can shop seamlessly across digital and physical channels. The goal is to provide consumers and business customers with convenience that matches modern expectations, including quick delivery, digital ordering, and curated product selection.
This is where Makro PRO plays a key role. Makro PRO is positioned as a platform that brings professional-grade supply to customers in a highly accessible digital format. It is designed for customers who need speed and flexibility, whether they are restaurant owners ordering ingredients, small shops restocking inventory, or households planning weekly grocery needs.
Makro is sending a clear message that its services are no longer limited to bulk purchasing at physical locations. Instead, it is building an end-to-end supply experience that supports consumers wherever they are, whether at home, at work, or running a small business operation.
Makro PRO’s Delivery Advantage: Speed and Flexibility
One of the most competitive strengths of Makro PRO is its delivery ecosystem. The platform offers multiple delivery solutions designed to meet different customer needs and schedules. These include on-demand delivery within three hours, which is particularly valuable for urgent business needs such as restaurant restocking or last-minute household requirements. For customers who plan ahead, Makro PRO also provides next-day delivery options, ensuring reliable supply without delay.
Another standout feature is its dawn delivery service. Customers who place orders before 11 PM can receive deliveries early the next morning, a capability that supports professional operators who need products ready before business hours. This service is especially useful for food service operators, cafés, and retailers who must prepare for daily operations starting early in the day.
Additionally, Makro PRO offers flexible time-slot delivery options, allowing customers to choose delivery times that fit their schedules. This improves customer satisfaction because it reduces the inconvenience of waiting and allows smoother coordination for both business and household deliveries.
Together, these delivery features strengthen Makro PRO’s positioning as a platform built for efficiency and professionalism. It reinforces the campaign message by proving that Makro does not just talk about being “PRO,” but provides the systems needed to support that lifestyle.
A Wide Product Assortment Designed for Professional and Daily Needs
Beyond delivery, Makro PRO’s product offering is another key driver of its market strength. Customers can access an extensive assortment of products ranging from mass-market essentials to specialized professional items. This includes Makro’s Exclusive Brands, which provide value and differentiation, as well as locally sourced products that support Thai producers and appeal to consumers who value domestic supply chains.
The platform also offers imported products and curated selections tailored to professional needs. This is important for restaurant operators, hotels, catering businesses, and premium food sellers who require consistent quality and access to specific ingredients or product categories. At the same time, these products also appeal to everyday consumers seeking higher-quality options or international variety.
This mix of mass items, exclusive brands, local goods, and imported selections helps Makro PRO appeal to a broad audience. It positions the platform as a one-stop solution where customers can fulfill multiple needs in one order, whether those needs are personal, professional, or both.
Strengthening Market Leadership Through Recognition and Trust
Makro PRO’s leadership position is also reinforced through external recognition. According to Euromonitor International, Makro PRO has been recognized as Thailand’s No. 1 Thai-owned e-commerce platform and also as the No. 1 e-commerce platform in Thailand based on first-party (1P) sales value. This recognition is significant because it highlights the platform’s strength not only in brand awareness but also in actual commercial performance.
Euromonitor’s measurement focuses on brand-level retail sales value for first-party sales on platforms that serve both B2B and B2C customers. This means Makro PRO is not only succeeding in the wholesale business segment but also competing strongly in broader digital commerce markets. The recognition strengthens consumer trust and validates Makro PRO’s ability to deliver both scale and service reliability.
For Makro, this reputation is essential. The brand has always been built on trust, especially among professional buyers who depend on consistent supply. By extending that trust into the e-commerce space, Makro strengthens its position as a long-term leader in Thailand’s retail and digital commerce landscape.
A Campaign Built for the New Thai Consumer
Ultimately, the “Live Like a PRO” campaign is more than a branding effort. It is a strategic response to changing consumer behavior in Thailand. Today’s consumers expect fast service, digital convenience, and value-driven purchasing. They also increasingly view themselves as entrepreneurs, whether through side hustles, small businesses, or online selling platforms.
Makro is using this campaign to communicate that it understands these needs and is ready to support them. By partnering with MILLI, the company is speaking directly to a younger, trend-driven audience while maintaining its credibility with professional buyers. Through Makro PRO’s omnichannel services, delivery speed, and product range, Makro is positioning itself as a platform that helps consumers manage life and business more effectively.
Source Link:https://www.cpaxtra.com/
