The brand name, Tra Mongkut Fertilizer, doesn’t fully describe the company’s interests. It does sell fertiliser products but is also heavily committed to improving farming productivity, sustainable soil management, and the long-term well-being of Thai farmers. It is recognised for innovative, farmer-focused campaigns that go beyond selling products to genuinely support agricultural communities. It has already created heat-reducing Shelter Signboards and farmer-friendly fashion from repurposed fertiliser bags, and promoted snakebite awareness for rubber farmers.
Now with VML, it has launched Soil Stay, a first-of-its-kind B2B farm-stay program designed to help Thai farmers rest, learn, and rejuvenate their land. The campaign uses the company’s soil database of 300 soil types to empower farmers to unlock the true potential of their soil while redefining sustainable agriculture in Thailand. The database, the largest in Thailand has been built across a decade, combines with the campaign’s Model Farms, each tailored to specific soil conditions to test and refine the best farming techniques.
Thailand is home to more than 13 million farmers, many of whom work the land every day with little time to rest or upskill. Despite being the backbone of the nation, many farmers lack access to soil knowledge, resulting in overworked land, reduced soil quality, and lower yields. With Soil Stay this knowledge is being opened directly to farmers for the first time.
Soil Stay works like an agri-tourism version of Airbnb – but instead of money, it collects soil samples from farmers.
Using the sample, Tra Mongkut analyses the soil type and matches each farmer with a model farm that shares the same soil profile but demonstrates higher productivity and better farming practices. During their stay, farmers can:
- Rest during the off-harvest season
- Learn proven farming methods tailored to their exact soil type
- Return home ready to improve productivity immediately
The program blends soil science, data technology, agricultural education, and experiential tourism to address soil degradation and enhance long-term farmers’ well-being.
The Soil Stay program was recently shown at the Thailand Sustainability Expo 2025, receiving strong support from government agencies, agricultural organisations, and sustainability advocates. More than 10,000 farmers have already registered for the next phase of the program.
“Our goal is simple: to help Thai farmers farm smarter, not harder,” stated Duanghatai Kassuwan, general marketing manager for Tra Mongkut Fertilizer. “Sustainable agriculture begins with understanding your soil — and with giving farmers the knowledge, rest, and support they deserve.”
Credits:
Advertising Agency: VML
Global Chief Creative Officer: Debbi Vandeven
Deputy Global Chief Creative Officer: Rafael Pitanguy
APAC Chief Creative Officer: Paul Nagy
Chief Creative Officer: Park Wannasiri
Executive Creative Director: Chatchai Butsabakorn
Creative Group Head: Kunat Chaengcharat
Senior Art Director: Nuttawut Chukanthong
Copywriter: Paritpong Panyaboon
Client Service Director: Wasna Jirasuradej
Account Director: Pufah Nuntavisit
Senior Account Executive: Patteera Thanapatworanan
Chief Strategic Officer: Ekaluck Charanvas
Data Analytics Manager: Kunakorn Sansuk
Senior Project Manager: Mira Vasukulkasemtorn
Producer: Jiraporn Channawach
Client: Tra Mongkut
General Manager: Preeprem Apinhasamit
General Marketing Manager: Duanghatai Kassuwan
Brand Managers: Kamchai Sartruangsakul & Areewan Soontralak
Market Information: Ronnarit Phumphruk
Marketing & Design: Khanawat Monthonphatanawong & Sareeyaparn Khanthamala
Agronomist Team: Taksin Yongja & Nawapat Sukkasem
Campaign Partner: Dhospaak Co., Ltd
