Makro is one of Thailand's largest wholesale platforms for the F&B industry — and a category leader for the restaurant supply chain. When they readied a new F&B product launch, they didn't want the usual trade announcement. They wanted an event that operators would actually show up to and remember.
The challenge
Product launches into the operator channel are noisy. Distributors push, suppliers undercut, and the average restaurant owner gets pitched a dozen new SKUs a month. Standing out requires a format that operators trust — not just one they tolerate.
What we did
We co-hosted the launch event with Makro under the PenguinX brand, leveraging the ecosystem's standing with operators. Tor opened the event and led the on-stage product walkthrough. The full Torpenguin content engine activated around the launch, with editorial features that ran before, during, and after the on-floor moment.
- Co-branded launch event format with Makro
- Founder-led product walkthrough and operator Q&A
- Multi-stage content arc on Torpenguin and Tungtua
- Pre-event invitation flow targeting active F&B operators
Why it worked
The room filled with the audience that mattered — operators with active purchase intent, not just trade media. Earned content reach extended the launch well beyond the venue, giving Makro a measurable shelf-pull effect after the event closed.
