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.

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

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

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