"People who grow things are different than people who don't." This was the foundational insight to position Miracle-Gro to a new generation of home owners. We promoted personal growth in print, editorial and online blogs... New products were introduced that brought young urbanites into the franchise... We even orchestrated a guerrilla campaign on Capital Hill that delivered gardening kits to every member of Congress based on clinical data that shows gardening makes people more optimistic, more creative and more collaborative. We engaged our demographic through social media where they could request their Senator or Representative be "gifted" and then track their district against the rest of the country.
"Miracle-Gro. And watch what happens." became the mantra across print, digital, television, online video and in store.