Tra Mongkut launches farmer-focused fashion campaign via VML Thailand
The modern farmer has become Thailand’s new style icon with Tra Mongkut, a leading Thai fertilizer brand, turning heads with its innovative “AFF: All For Farmers” campaign. This initiative, developed in partnership with VML Thailand and upcycling expert Sackitem, transforms used fertilizer into a stylish and functional streetwear collection designed specifically for the agricultural community.
Prasert Maekwatana, Chairman of Executive Board and Acting Managing Director, Terragro Fertilizer Co., Ltd. explained that it isn’t just about fashion; it’s about celebrating and supporting the backbone of Thailand’s economy.
“Thai farmers are vital to the agricultural sector and serve as the backbone of our nation. Tra Mongkut is committed to providing creative solutions that uplift and empower these essential contributors. And our previous initiatives, like the ‘Shelter Signboard’ campaign and the ‘Lifecover Loincloth’ have demonstrated our commitment, winning international acclaim while significantly benefiting farmers”
The “AFF: All For Farmers” campaign showcases the power of creativity and purpose-driven marketing. By repurposing Tra Mongkut’s 18-8-8 bags, the collection blends practicality with on-trend design, proving that sustainability can be stylish.
Chatchai Butsabakorn, Executive Creative Director, VML Thailand, added: “For the ‘AFF: All For Farmers’ initiative, we worked closely with Sackitem from concept development through to production. Our primary focus is on delivering tangible benefits to farmers, ensuring our designs meet their practical needs. The outcome is a range of essential tools suitable for all agricultural practices and versatile enough for daily use — from market trips to family outings.”
The “AFF: All For Farmers” Collection:
• AFF Bag: A spacious yet lightweight crossbody bag with multiple compartments and secure zipper pockets, perfect for carrying heavy loads.
• AFF Hat: A wide-brimmed bucket hat offering sun and rain protection, featuring ventilation and pockets for essential tools.
• AFF Vest: A brightly colored utility vest designed for visibility and functionality, with multiple pockets for tools and accessories.
• AFF Apron: An adjustable apron with pockets tailored for various tasks, ensuring a secure fit for all sizes.
The “AFF: All For Farmers” collection is available for purchase worldwide on Shopee, Lazada, and TikTok Shop, making sustainable style accessible to a global audience.
Credits
Client: Tra Mongkut
General Manager: Preeprem Apinhasamit
Marketing Manager: Jakkrit Charupong
Brand Manager: Kamchai Sartruangsakul
Brand Manager: Areewan Soontralak
Agency: VML Thailand
Chief Executive Officer: Parattajariya Jalayanateja
Chief Creative Officer: Park Wannasiri
Chief Strategic Officer: Ekaluck Charanvas
Director of Planning: Sakila Banyen
Strategic Consultant Supervisor: Kunakorn Sansuk
Data Analyst: Pannawat Han-Idhikul
Executive Creative Director: Chatchai Butsabakorn
Creative Group Head: Kunat Chaengcharat
Senior Art Director: Nuttawut Chukanthong
Copywriter: Paritpong Panyaboon
Senior Project Manager: Mira Vasukulkasemtorn
Client Service Director: Wasna Jirasuradej
Account Director: Pufah Nuntavisit