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Miracle-Gro Launches ‘Keep Growing’ Platform

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Miracle-Gro has a long history of delivering the best gardening products for consumers and is highly recognised – and now the brand is driving to become the most loved brand in the gardening category through building emotional appeal and connection. 

The campaign that launched this year saw success though its revolutionised, emotionally-driven creative, over the more commonly-seen functional and product-led campaigns in the category.

Gardening is an activity done from the heart, and this campaign embraces this emotional link, encouraging people to take to their gardens and enjoy a greener world, as this leads to healthier and happier people. Miracle-Gro uses the ‘Keep Growing’ campaign to communicate the beneficial activity of gardening, all linking back to the Miracle-Gro brand purpose: ‘we exist to enhance life in every green space’. The emotionally engaging content and communicated wider benefits of gardening also to continue to recruit more consumers to the sector, and further grow the gardening category.

The £6 million campaign investment in 2022 has been committed to support Miracle-Gro as the most loved brand in the category. It already has a proud history of delivering the best products for consumers, and is highly recognised, so ‘Keep Growing’ intends to secure higher brand recognition (currently at 73%) and increase share of voice. This will be done by focusing on three core entities: feeding the love for gardening, the importance of plant care and celebrating every green space. 

As part of this investment to make Miracle-Gro the most recognised brand and synonymous with gardening, Evergreen Garden Care (EGC) has updated the Miracle-Gro liquid plant food bottle colours, which means the all yellow range now looks coherent and dominates the shelf. The re-design will help drive brand stand-out on-shelf to help customers more easily recognise the pack and identify the brand - all in a bid to continue to position Miracle-Gro as the no.1 plant food. 

EGC’s efforts in sustainability is always an underlying thread and the new bottle is no different, as it's made from 98% recycled plastic, significantly increasing from the previous 50% recycled plastic versions. 

Ian Hepburn, Marketing Director at Evergreen Garden Care UK comments: ‘Evergreen Garden Care is on a journey to re-define the future of gardening by making it accessible for all and portray the benefits and positivity gardening can bring. We will continue to develop Miracle-Gro to offer the very best in product and purpose, providing consumers a brand they can trust for all their gardening needs’.

Watch the Miracle-Gro 'Keep Growing' TV advert 

Source : Evergreen Garden Care

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04 July 2022

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