Miracle-Gro brand campaign provides fertile ground for an Easter growth spurt
Garden care company Evergreen has unified its Substral and Fertiligene brands under one Miracle-Gro masterbrand in a bid to seed a new relationship with gardeners.
Centered on the wellbeing benefits associated with tending to a well-kept lawn. the green-fingered push moves beyond conveying the functional benefits of nutrient-laden soil to promote the intangible benefit of being closer to nature.
Spanning the UK, France, Germany and Austria, the post-lockdown piece promotes the benefits of ruling over your slice of Mother Earth as the first green shoots of spring show through.
Devised by Creature, the campaign is Evergreen’s first since the agency was appointed as its European lead in the fourth quarter of 2021.
Steve Dodd, creative director at Creature, said: “This work’s rooted – excuse the pun – in a real human insight: once you start growing, your confidence grows too. From a single plant on the windowsill to a glorious garden ... who knows where you’ll end up? And from the first script to our final film, nurturing this bit of nature has been an amazing thing to bring to life. We’re only just getting started with Evergreen’s brands around the world. Who knows where we’ll end up?”
Craig Turner, head of group marketing at Evergreen, added: “We needed a real step change, and Creature has given us just that. A smart, strategic campaign, built off a platform/big idea that drives the benefits of gardening beyond the functional. This is fresh and ownable and talks to our customers in an authentic, emotional way to cement our position as a market leader.”
Evergreen is already laying the groundwork for a follow-up campaign for Roundup launching across Europe later this year, having previously courted millennials with its ‘plant parenting’ tech-based solutions to keep your garden healthy.
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