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 people everywhere to grow something greater.


Fans could get inspired by real growing stories on GroSomethingGreater.com, then submit and share their own.


Branded and influencer content showed different ways to Gro Something Greater.


Print with cut-out plant tags:


Corporate holiday card on seed paper: