Unveiling Martha Stewart's Gardening Tips with Miracle-Gro

Exciting Partnership Announcement: 

ScottsMiracle-Gro has teamed up with home decor and gardening guru Martha Stewart for an exciting new campaign called "Gro Like Martha." The partnership was officially announced today (April 8) through a press release.

The campaign aims to change the way people view gardening, making it seem less complicated, and highlighting the advantages of using the correct soil. Educational materials such as video clips and a "Ask Martha" newsletter will be available on the Miracle-Gro website.

The initiative is being managed by The Martin Agency, the new creative agency of record. It will involve a variety of strategies including mass-reach premium linear cable and connected TV (CTV), sponsoring season two of "Martha Gardens" on the Roku Channel, audio promotions, in-app collaborations, and paid social media advertising.

Campaign Launch: "Gro Like Martha"

Miracle-Gro has unveiled a new campaign called "Gro Like Martha" to share Stewart's gardening tips with a wider audience. The goal is to attract beginners and gardening enthusiasts alike. The pandemic has increased interest in gardening, and studies show that this trend is still going strong.

Stewart has been making frequent appearances in marketing campaigns lately, including ScottsMiracle-Gro’s first Super Bowl ad of 2021 where she was featured alongside celebrities like John Travolta and the late Carl Weathers.

In her partnership with Miracle-Gro, Stewart will be providing gardening tips and motivation through educational content. One of the key features of the advertising campaign is a 30-second video titled “Dirt Nerd,” where Stewart and her head gardener, Ryan McCallister, emphasize the importance of good soil and highlight the benefits of using Miracle-Gro. Another 15-second spot, “Raised Bed,” also showcases Stewart’s gardening expertise with the help of McCallister.

A collaboration with creative agency The Martin Agency led to the creation of "Gro Like Martha," a campaign highlighting the new Miracle-Gro Organic Raised Bed & Garden Soil. This product features a quick-release natural fertilizer. The campaign also introduces the new Miracle-Gro Organic All Natural Mulch. In addition to linear cable placements, the campaign will extend to CTV, with integrations on "Martha Gardens" on the Roku Channel. This ensures that the campaign reaches even those who have cut the cord on traditional cable TV.

The campaign will utilize paid content on various platforms such as Meta, TikTok, Pinterest, and Snapchat. In addition, it will include in-app integrations on apps like Uber, Zillow, and mobile game Stardew Valley, along with in-stream audio placements on iHeartRadio and Pandora. This multi-channel approach aims to strengthen brand loyalty for Miracle-Gro among both experienced and novice gardeners, including digitally savvy younger consumers.

Headquartered in Columbus, Ohio, ScottsMiracle-Gro is known as the world's largest marketer of branded consumer products for lawn and garden care, generating around $3.6 billion in sales. In addition to Miracle-Gro, the company also oversees the Ortho and Scotts brands.

Miracle-Gro has joined forces with Stewart, along with other brands like Tito’s Handmade Vodka for a campaign. Last year, Tito's Handmade Vodka collaborated with the celebrity to show how vodka can be used during Dry January. This month is a time when some people try to avoid drinking alcohol. Other brands such as Pure Leaf, Oreo, and BIC have also worked with the star. BIC's campaign, for example, was focused on the pot-smoking holiday on April 20th.

Editor's P/S:

This exciting partnership between ScottsMiracle-Gro and gardening icon Martha Stewart aims to revolutionize the way people view gardening. Through the "Gro Like Martha" campaign, gardening enthusiasts and beginners alike will gain access to invaluable tips and educational resources from the renowned gardening expert. This collaboration not only highlights the importance of soil quality but also underscores the growing interest in gardening post-pandemic.

The campaign's multi-channel approach, spanning traditional and digital platforms, ensures that it reaches a wide audience. From television commercials to social media advertising, the campaign effectively targets both experienced gardeners and younger consumers who are increasingly embracing digital gardening platforms. The partnership with creative agency The Martin Agency has resulted in engaging video content, showcasing Stewart's expertise and the benefits of using Miracle-Gro products. This partnership is a testament to the enduring popularity of Martha Stewart and the growing demand for accessible gardening information, making it an exciting venture for both gardening enthusiasts and the industry as a whole.