Diving overview:
- Consumer lawn and garden care products company Scotts Miracle-Gro is reportedly promoting its Miracle-Gro brand and home decor in a new “Gro Like Martha” campaign starting today (April 8). and gardening expert Martha Stewart. release.
- The campaign aims to change complex perceptions about gardening while promoting the benefits of using the right soil. This approach includes educational content such as video spots and the “Ask Martha” newsletter on the Miracle-Gro website.
- The effort will be led by a new creative agency, The Martin Agency, and will include premium linear cable and connected television (CTV) for the masses, sponsorship of Season 2 of “Martha Gardens” on the Roku Channel, audio, This will also extend to in-app integration. and paid social.
Dive Insight:
Miracle Gro is launching the “Gro Like Martha” campaign to uncover Stewart's gardening secrets. The campaign could help marketers reach new audiences, such as those new to gardening and looking for tips. Gardening has risen as a popular hobby during the pandemic, and research suggests the trend remains strong.
Stewart, who has recently become something of a marketing lynchpin, also appeared in Scotts Miracle-Gro's debut Super Bowl ad in 2021, alongside stars such as John Travolta and the late Carl Weathers.
Through our partnership with Miracle-Gro, Stewart will share tips and encouragement for gardeners through educational content. The ad campaign includes a 30-second spot, “Dirt Nerd,” in which Stewart co-stars with renowned head gardener Ryan McAllister, explaining why good soil is important and saying, “It's the soil that really matters.” While expressing this, the benefits of Miracle Gro. The 15-second spot “Raised Bed” once again reveals Stewart's gardening secrets as Miracle She Gro, along with McAllister.
Developed with the creative AOR The Martin Agency, “Gro Like Martha” introduces the new Miracle-Gro Organic Raised Bed & Garden Soil, a fast-acting natural fertilizer. The campaign coincides with the brand's launch of its new Miracle-Gro Organic All Natural Mulch. The effort extends to his CTV, which includes the integration of the Roku channel into “Martha Gardens,” alongside the linear cable deployment, to ensure the campaign is viewed even among consumers who don't often use cords. I plan to make it.
Additionally, the campaign includes paid content across Meta, TikTok, Pinterest, and Snapchat, in-app integrations in Uber, Zillow, and mobile game Stardew Valley, and in-stream audio placements in iHeartRadio and Pandora. By expanding into different channels, Miracle-Gro is building stronger brand loyalty among both experienced gardeners and those just beginning their gardening journey, including younger, digitally-minded consumers. It may help you build.
ScottsMiracle-Gro, based in Columbus, Ohio, calls itself the world's largest distributor of branded consumer products for lawn and garden applications, with sales of approximately $3.6 billion. Alongside Miracle-Gro, the Ortho and Scotts brands are also included in the company's range.
Miracle-Gro is one of a growing list of brands partnering with Stewart. Last year, Tito's Handmade His Vodka partnered with celebrities on a campaign focused on how to put vodka to good use during the dry month of January, when some consumers are trying to quit drinking. Other companies, including Pure Leaf, Oreo and BIC, have also announced their involvement with Star, with the latter's efforts centered around the April 20 cannabis smoking holiday.
