SOIL STAY
Brand
TRA MONGKUT FERTILIZER
Entrant Agency
VML
Category
Creative B2B
Award
Gold
Festival & Year
Cannes Lions (2026)
Case Study Details
Tra Mongkut Fertilizer - Soil Stay (Case Study) | Campaign
Credits:
- Client: Tra Mongkut Fertilizer
- Advertising Agency: VML Thailand
- Agency Network: VML
- Holding Company: WPP
Presentation Board
A B2B FARM-STAY PROGRAM. TURNING BIG DATA A NEW EXPERIENCE TO RELAX THAILAND TAKES A BIG STEP TOWARDS.
FOR EDUCATING THAI FARMERS. INTO REAL HANDS-ON SOIL EDUCATION. WHILE LEARNING ABOUT SOIL. HALTING DEGRADATION OF SOIL.
Quem SX S ‘Nihation
aswong TRA MONGKUT FERTILIZER
A FARMSTAY PROGRAM
WHERE FARMERS REST AND. LEARN
BASED ON-THEIR- SOIL TYPE.
* itaprovement
within one
cultivation cycle
BF ci vs. 450 kg average)
output quality
improvement
(bighér filled grain vs, typical farming practices)
tigher profit
per rai
‘baht net profit ¥sx=1,500 baht typical)
13 million people work in agriculture across Thailand. After more than 10 years of collecting and studying soil data, Séil Stay begins with soil somples collected alionwide by Tra Mongkut
3 10 UN data, nearly 40% of Thai farmers lack Tra Mongkut Fertilizer discovered that Thailand’s farmland requires soil-specific. Feilizer, The data is analyzed and usedhte mateh farmers with real, physical
Understanding of soil. With over 300 diferent soil strategies, Instead! of keeping this knowledge locked in research, mode farms that shore the same soil type afidlidemonstrate proven resus,
has become foo complex fo rely on habit Tra Mongkut Ferilizer opened its physical model farms across the country.
ties Asa
ul, many farmers work harder every yeor During the off sason, farmers slay ab these farms free of charge to rest
but face declining productivity, weaker crop, and lower {ust lke Aitonb, but instead of money, farmers join by exchanging sol and learn through real experience, observing crop selection, soil reaiment
se they farm without truly understanding the samples. Using the database of over 300 soil types, farmers are maiched with fertilizer optimization, and sustainable farming practices,
neath their feet teal working ae that share the same soil conditions, allowing them to rest
during the off-harvest season while leaming, testing, and developing They then retum ho
forming methods. using ferilizers more ef
ds to their own land,
er results.
and apply soil-specific r
lively and achieving be
