Miracle-Gro: Gro Something Greater

To attract a new generation of growers, we had to redefine what it means to grow. For the first time in the brand's history we changed the conversation — from what Miracle-Gro products can do for plants to what plants can do for people. Our campaign invited everyone to grow something greater.
 

Digital:
Fans could get inspired by real growing stories and share their own at GroSomethingGreater.com, a hub dedicated to how plants amplify our lives.

Print:
Interactive print with cut-out plant tags put the power of growing directly in people's hands.

Social:
And content showed the different ways that people could Gro Something Greater year-round.