Everyone knows Miracle-Gro grows plants two times bigger. That’s the message they’d been sharing for years. But they were ready to make more than efficacy claims. So we created a campaign and tagline that revealed the real reasons people grow. It went beyond plants and food. People grow joy, love and open minds. With Miracle-Gro, we all can Grow Something Greater.
The New York Times featured an article on this pivotal shift.
An Integrated Approach
Beyond the tagline and brand positioning, we created a tone of voice for the launch campaign that allowed the executions to span a variety of media in ways Miracle-Gro had never done before. We shared stories of people’s emotional connection to growing. Then inspired and invited them to share the things they grow. Here’s some of the highlights.
All work © Brett Brown & Krista Brown