Job to be done
Dominate share of voice this growing season to raise awareness of Miracle-Gro’s Peat-Free range as a high-quality, sustainable solution for growing needs.
Strategic approach
Encourage consumers to celebrate the feelings of joy sparked by growing achievements and rooted in peat-free products. Why? Because the range delivers the same results as good quality peat-based compost in ways that are significantly more sustainable for the planet.
Creative campaign
Grab a Gro-ment with Miracle-Gro. A cross-channel campaign combining consumer PR insights into how green-fingered the nation is with celebrity endorsement from gardening enthusiast, Rob Rinder – here to help encourage us to embrace peat-free growing accomplishments. Meanwhile, content creators in the influencer space, plus a dedicated advertorial content series, are helping to educate on product usage, showing gardeners how to get the best results with peat-free products.
Results
Our multi-media print, online, quiz and radio day content package has delivered over 37 high-quality editorial insertions across national, regional and consumer press, as well as 9 radio interview inclusions, with opportunities to see (in just 24 hours) of 100million. Highlights to date include online coverage in key titles for Miracle-Gro’s audience, including Daily Express and The Sun, as well as radio broadcast coverage in a range of regional BBC stations – all featuring our key brand and product messages, with more to come.