Miracle-Gro Keep Growing

TV

A global leader in Garden Care, Evergreen asked us to help with two distinct challenges. First, to grow brand love by building an emotional connection with an audience that sees gardening products as simply functional. Secondly, to help stand out in a sector that consumers find confusing and unmemorable.

Evergreen has three lead brands across Europe and the UK that used the same positioning, Miracle-Gro, Substral and Fertiligène, but none were connecting with their audiences in a meaningful way. Keep Growing unites these into one master brand and evolved the positioning to focus on the emotional benefit and personal growth that arises from the care of our gardens and green spaces.

Lockdown saw a whole new audience of plant lovers grab their secateurs and discover what many had known for generations, that when we nurture a bit of green, we thrive as people. The integrated campaign, fronted by a 20” TV spot, draws on this underutilized truth by showcasing that when we engage in growing plants, we grow ourselves too, a departure for a category that historically just relied on product results.