Makro and YDM Thailand give billboards to local restaurants with “The People Contract”
Makro, Thailand’s leading wholesale retailer and a key lifeline for small restaurants, food operators and SMEs nationwide, has launched the first public expression of its new platform, “The People Contract,” created via YDM Thailand.
This long-term commitment is designed to stand beside restaurant owners during one of the toughest economic periods in recent years.
And it begins with a bold move: Makro gave away its own billboards.
Instead of promoting products or brand messaging, Makro transformed its out-of-home media into neighbourhood food guides, spotlighting the restaurants located around each billboard.
No Makro ads. No selling. Just pure visibility for the people who need support most — billboards that speak for local restaurants, not the brand.
Each execution was hyper-local. Makro mapped the restaurants surrounding every site and redesigned the media to point customers directly to them, shifting advertising power away from the brand and into the hands of the community.
The campaign features restaurants including:
• Chicken Rice by Chef Pung, located on Sukhumvit 22, featured on the billboard at the entrance to Soi Sukhumvit 22
• Lung Wang Kaprao Pon Fai, located on Chula 50, featured at Samyan Intersection in front of Chamchuri Square
• Urban Street, a local steakhouse on Lat Phrao 101, featured on the Ramindra Outer Ring Road
• Super Bowl, a takeaway krapao bowl shop on Soi Sri Dan 5, featured on the Bangna Expressway (inbound)
• Chicken Rice Chula 22, located on Happyland Sai 1, Khlong Chan, also featured on the Ramindra Outer Ring Road
The placement of the billboards was deliberately strategic. By focusing on high-traffic arterial routes across Bangkok, the campaign ensured exposure to a broad audience — from private car owners to public transport commuters — maximising the impact of every location.
This is outdoor media that stops being advertising and starts becoming support.
The OOH takeover marks the opening act of The People Contract — Makro’s long-term commitment to stand beside small restaurants not as a seller, but as a partner.
Makro will continue to roll out initiatives designed to help small restaurant owners stay open, stay visible, and stay resilient.
Credits
Agency: YDM Thailand
Chief Creative Officer: Anuwat Nitipanont
Client: Makro Thailand
