Miracle-Gro Tells Gardeners' Touching Tales for Docu-style Series

Miracle-Gro has today launched a six-part docu-style series ‘How I Grow,’ telling the touching stories of real-life customers and their unique outdoor experiences while tending to their gardens.

With millions of new people having entered the gardening category during the pandemic, this spring, Miracle-Gro wanted to show that no matter how we choose to grow, it all starts in the same way. With the right soil and nutrients, anyone can find a way to grow that inspires us to discover new meanings and unexpected benefits from being outside and getting our hands in the dirt. 

To successfully communicate this, Miracle-Gro’s latest campaign features six real gardeners showing what gardening means to each of them. The series features absolute beginners such as Jennifer, who started gardening during quarantine and, together with her daughter, is replicating her late mother’s garden; and Kimberly, who is teaching her young daughter where food comes from. We also hear from seasoned pros such as cancer-survivor Dave, who uses gardening as a therapeutic tool; Hannah, who calls herself a 'farmer by choice'; Rob, who turned to the garden as a form of escape from the everyday after his husband started to experience health issues; and Gary, who has created a 'lasagna garden' to maximise nutrients and growth. Each film dives into their individual stories and we hear what inspires them to grow, what it means to them and their family, as well as some tips and ideas for getting the most out of our gardens. 

This creative approach is a pivot from the advertising historically created for the lawn and garden category, bringing in a human element as the brand continues to find new ways of storytelling. 

This docu-series is part of Miracle-Gro’s overall Spring campaign, ‘Miracle-Gro Makes It Possible,’ It consists of six long-form films which will go live across the brands social channels today, as well as both thirty- and fifteen-second cut downs which will appear on linear TV. 

You can view the long-form films here. 

Created by ScottsMiracle-Gro’s integrated agency of record, VaynerMedia, this campaign is a demonstration of how the agency is helping transform the 153-year-old brand to an innovative and relevant company; moving from a 12-week selling window to an always-on, 12-month strategy and putting the consumer at the centre of everything they do.