Miracle Gro is in a season of redefining themselves. On social media, they are catering to a younger audience by utilizing trending sounds for reels, current trends on socials, and language that seeks to engage, relate to, and draw in consumers. But, their offline and online presence does not match up.
Role: Creative Direction, Designer, and Copywriter
The "Be a Gro-er" campaign was designed to bring light and life to a brand who is struggling to find it themselves. For this campaign, I was able to direct the creative and follow through on copy and execution to develop an ad set that is not only engaging, but centers around all that Miracle-Gro does better than their competitors, grow things.
By combining witty copy and branded colors, I was able to breathe life into a brand that many forget about as being experts in their field. It is a campaign that has legs outside of the store and can pivot to be utilized across social media, out of home advertisements, print ads, and so much more.
