During the dry season in Thailand, many farmers leave their hometown to find a job in Bangkok in order to provide financial support to their family. While they manage to raise money, happiness is in decline as families are separated.
Tesco Lotus, with the collaboration of various government sectors, initiated a project called 'Tesco Lotus Pracharat' (Plantation Project). Inspired by the wisdom of his Majesty King Bhumibol, the project helps farmers develop self-reliance by educating and training rural communities to grow other crops instead of rice during the dry season. Tesco Lotus would then buy all their vegetables and sell them in their supermarkets around the country. Thus, helping local farmers generate extra income, but most importantly, keeping families together.
To raise awareness of the project and encourage farmers to return to their hometown and their families, Tesco Lotus launched an internet film starring 'Tui', a buffalo with unique skill sets. The campaign is supported with in-store collateral and on social media.