Ask most people about Makro and they’ll talk about the assortment. From fresh seafood to high-end kitchen gear, from pallets of coffee beans to paperclips – if you need it, Makro probably has it. But while the variety was unmatched, the brand’s personality didn’t always show up with the same abundance.
We saw the gap. Behind that enormous range of products was an even bigger range of people – small business owners, chefs, shopkeepers, and event planners – each with their own ambitions and challenges. If Makro could connect its assortment to these human stories, it could move from being “the store that has everything” to “the brand that understands you.”
Makro knew it too. They wanted to go beyond supplying goods and start supplying meaning. They wanted loyalty, not just purchases. Advocacy, not just transactions.
“Need variety and high quality? That’s Makro.
Need someone who gets you, too? Still Makro.”
We partnered with chef and entrepreneur Ramon Beuk to bring that message to life. The Gooit De Beuk Erin campaign wasn’t built on generic product shots, it was built on Ramon’s real experiences with Makro – sourcing ingredients, finding tools, and sharing knowledge that helped businesses thrive.
From endless shelves to endless trust
As Creative, I turned these stories into bold, emotionally charged content for social and digital platforms. The visuals were as varied as Makro’s product range, the storytelling as personal as a conversation over coffee. The aim was simple: show customers that Makro doesn’t just offer choice, it offers understanding.
The result? Makro went from being known for its assortment to being known for the relationships it builds around it. Now customers see the store not just as a place to source their needs, but as a partner in their success.
Because in the end, it’s not about how much you stock. It’s about how much you stand for. And Makro is standing taller than ever.
