Miracle-Gro: The gardener's pledge

The challenge

Align Miracle-Gro with the positive benefits of gardening and raise awareness of the brand’s new ‘Wellbeing Journal’

The solution

We created a nationwide campaign to drive more people outside into their gardens during Mental Health Awareness Week (June 2021). We partnered with footballer Wayne Bridge to front a rallying cry for the nation to pledge to spend more time in the gardens. Driving consumers to the LovetheGarden website to make an outdoors pledge, once they’d signed up they received a free copy of the ‘Miracle-Gro Wellbeing Journal’.

Wayne took to the airwaves to discuss the importance of looking after your mental health and how gardening and being outside in nature can have a positive impact, and we partnered with influencers to generate interest, involvement and conversations about gardening and wellbeing.

The impact

  • 3,000 sign ups for the journal in the first 24 hours
  • Total campaign reach of 12m including national broadcast interviews on Sky News, Sky Sports News, Steph’s Packed Lunch, talkSPORT, ITV London, Capital North East, BBC Radio London and BBC Radio Manchester.