Miracle-Gro cultivates human stories in "Grow" campaign

02/24/2014 | New York Times (tiered subscription model), The

Miracle-Gro is shifting its focus to gardener stories in its new "Grow Something Greater" campaign that tailors a "Grow" message to each ad. Spots ending with "Grow Possibility" and "Grow Family" messages highlight plant-created music and horticulture spanning generations, respectively. "The brand for 60 years has done a fantastic job of talking about the benefits our products have on plants. Now we're talking less about the gardens and more about the gardeners," said John Sass, Miracle-Gro's vice president of marketing.

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