Miracle Gro:
Growing plants that feed self-expression
The Ask
Present a creative brief to Arts + Letters (Richmond, VA) on Miracle-Gro.
What We Found:
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In 2019, 30 percent of all households bought at least one houseplant
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People are spending an average of 22 hours a day inside
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DIY is on the rise but people don’t know what they’re doing, especially with plants
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The household plant market is growing: 50% growth in the past 3 years within the indoor plant market and the market is at $1.7 billion
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More people taking on the responsibility of having "plant babies"
Problem + Opportunity
Mircale-Gro isn't as synonymous with indoor plant care as they are with lawn and gardens.
More people are spending time indoors than ever before. This in turn has helped the indoor plant market boom in the past few years. Miracle-Gro can be the leader in the indoor plant market.
Strategy
Miracle-Gro helps nurture your nature through investing in inspiration and self-expression.
Who are these plant parents?
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Take pride in making their home look good
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Try to make the most of their space
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Care about the little things
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Want to live a healthier lifestyle
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Willing to learn
Brand Truth
Miracle-Gro takes plants to the next level
Want to share their uniqueness with the world around them
Consumer Truth
Shared Truth
Indoor plants are becoming a root of
self-expression
Team
Charlie Hudson: Strategist
Joseph Koroma: Strategist