Phu My Fertilizer TVC Project for Urban Agriculture

Phu My Fertilizer (PVFCCo) continues its partnership with Right Media in a fertilizer TV commercial targeting a new customer group: urban home gardeners. This article analyzes the case study of this fertilizer TV commercial – the challenge faced by a major agricultural brand entering the urban agriculture segment, and how Right Media tells that story in 30 seconds.

Watch the project video here: Phu My Fertilizer TVC | PVFCCo x Right Media

Customer requirements

Phu My is a familiar brand to farmers growing rice, sugarcane, and industrial crops. However, with its product line for urban agriculture, the target buyers are completely different: city families who grow vegetables, flowers, and tend potted plants on their balconies or rooftops.

Talk to someone who has never bought fertilizer.

This customer group is not concerned with nitrogen, phosphorus, or potassium content, or yield per hectare. They just want to see their plants healthy, flowering, and bearing fruit. Therefore, urban fertilizer TV commercials cannot use the technical language of the Phu My films aimed at farmers.

Short, easy to remember, and fundamental.

The 30-second TV commercial posted on Right Media's YouTube channel is short enough to run as an advertisement on social media, where urban gardeners learn about the product.

Right Media's solution for urban fertilizer TV commercials.

1. The story of the father and son serves as a substitute for product specifications.

The TV commercial revolves around a father and son tending to plants in their yard. The kumquat tree laden with fruit is the central image – a type of tree familiar to Vietnamese families, immediately conveying the meaning of a "well-cared-for tree".

The kumquat tree laden with fruit – the central image of the TV commercial.

2. The product appears in the hands of the character.

Instead of a close-up shot of the packaging against a white background, the Phu My product package is handed to the father by the boy – the product becomes part of a family moment of tending to the plants, rather than a product being advertised.

3. The display frame showcases all product lines.

The final frame places the product packages next to flower pots and plant pots, along with the message "Phu My products for a bountiful harvest." Viewers leave the video with a clear image of the entire product line, making it easy to recognize them when they encounter them in stores.

The Phu My product package was handed over to the subject instead of a close-up shot of the packaging.

Results achieved

Phu My has a fertilizer TV commercial that speaks the language of urban gardeners, a stark contrast to the tone of the brand's previous films aimed at farmers. This is also the latest project in a series of collaborations between Right Media and Phu My, following their previous brand films. NPK for Sugarcane, NPK SOP, Phu My Organic and a video introducing the new brand identity.

Produce a TV commercial for your brand.

Reference TVC production services by Right Media.

Frequently Asked Questions

How does a TV commercial for urban fertilizers differ from a TV commercial for farmers?

Urban gardeners buy based on perception: whether the tree is green, has flowers, or bears fruit. Farmers buy based on the yield per cultivated area and the cost per crop. Therefore, urban TV commercials should tell stories through images of families and visible results, rather than focusing on nutritional data.

Is a 30-second TV commercial enough to introduce a new product line?

It's enough if each second does only one thing: the first few seconds create emotion, the middle section shows the product in the user's hand, and the final frame displays the packaging. More detailed information should be reserved for other content such as instructional videos.