Dive Temporary:
- ScottsMiracle-Gro, the buyer garden and backyard care merchandise firm, introduced a partnership between its Miracle-Gro model and residential decor and gardening skilled Martha Stewart for a brand new “Gro Like Martha” marketing campaign launching at present (April 8), in line with a press launch.
- The marketing campaign intends to shift the notion of gardening as advanced whereas touting the advantages of utilizing the fitting grime. The strategy consists of instructional content material like video spots and an “Ask Martha” publication on the Miracle-Gro web site.
- The trouble, dealt with by new artistic company of file The Martin Company, may even span mass-reach premium linear cable and linked TV (CTV), sponsorship of season two of “Martha Gardens” on the Roku Channel, audio, in-app integrations and paid social.
Dive Perception:
Miracle-Gro is pulling again the curtain on Stewart’s gardening secrets and techniques with the launch of “Gro Like Martha,” a marketing campaign that might assist the marketer attain new audiences, together with those that could also be much less skilled with gardening and in search of ideas. Gardening bought a lift as a well-liked passion in the course of the pandemic, a pattern that analysis suggests stays robust.
Stewart, who has change into one thing of a advertising and marketing staple these days, additionally appeared in ScottsMiracle-Gro’s debut Tremendous Bowl advert in 2021 alongside stars together with John Travolta and the late Carl Weathers.
All through her partnership with Miracle-Gro, Stewart will share ideas and encouragement to gardeners by way of instructional content material. Included within the promoting marketing campaign is a 30-second spot, “Dust Nerd,” which stars Stewart alongside her well-known head gardener, Ryan McCallister, explaining why good soil issues, expressing that “it truly is in regards to the grime” whereas touting the advantages of Miracle-Gro. A 15-second spot, “Raised Mattress,” once more reveals Stewart’s gardening secret as Miracle-Gro — together with McCallister.
“Gro Like Martha,” developed with artistic AOR The Martin Company, showcases the brand new Miracle-Gro Natural Raised Mattress & Backyard Soil, a quick-release pure fertilizer. The marketing campaign additionally comes because the model unveils its new Miracle-Gro Natural All Pure Mulch. Alongside linear cable placements, the hassle will span CTV, together with integrations on “Martha Gardens” on the Roku Channel, serving to to make sure the marketing campaign is seen even amongst cord-cutting shoppers.
Moreover, the marketing campaign will embody paid content material throughout Meta, TikTok, Pinterest and Snapchat, in-app integrations on apps Uber, Zillow and cell recreation Stardew Valley in addition to in-stream audio placements on iHeartRadio and Pandora. Extending to quite a lot of completely different channels might assist Miracle-Gro construct stronger model loyalty amongst each skilled gardeners and people who could also be simply starting their gardening journeys, together with youthful, digitally pushed shoppers.
ScottsMiracle-Gro relies in Columbus, Ohio and payments itself because the world’s largest marketer of branded client merchandise for garden and backyard care with roughly $3.6 billion in gross sales. Additionally included within the firm’s purview alongside Miracle-Gro are its Ortho and Scotts manufacturers.
Miracle-Gro is amongst a rising listing of manufacturers who’ve teamed with Stewart. Tito’s Handmade Vodka final yr paired with the movie star for a marketing campaign targeted on easy methods to put vodka to good use throughout Dry January, a month the place some shoppers problem themselves to abstain from alcohol consumption. Others, together with Pure Leaf, Oreo and BIC, have additionally enlisted the star, with the latter’s effort centered round pot-smoking vacation April 20.
