Miracle-Gro Plant Food

In-Store Messaging

Healthier, heartier plants need more than just sunlight and water. That’s where plant food comes in. But Miracle-Gro found that most consumers were skipping this important step. They wanted to spread awareness (and drive purchase) of plant food through in-store signage and graphics.

They provided us research and gave direction on their target consumers—their Plant Maintainers. This research defined six ways-in to approach these consumers, defining them through emotional needs, mind-states, and goals. The fun and interesting thing about this task was that they defined territories that encouraged these consumers…but also directions that shamed them (something most brands generally try to avoid). This provided opportunity to explore a more tongue-in-cheek approach.

Consumer 1 – Esteem – “I want to be recognized and admired.”
When you feed your plants, people will notice.

  • Feed your plants for head-turning results.

  • Feed your plants for twice the “Wow.”

  • Gram-worthy growth—with Miracle-Gro plant food.

  • Head-turning results—with MG plant food.

  • Give next-door what for—feed your plants for amazing results.

Consumer 2 – Esteem – “I don’t want to be seen as inferior.”
When you don’t feed your plants, they look inferior to your neighbors.

  • Hungry plants don’t impress.

  • Hungry to impress? So are your plants.

  • Don’t let your plants fall behind—feed them for amazing results.

  • Leave plant shame behind—feed your plants for amazing results.

  • Feed your plants—Janet does. And hers look amazing.

  • Don’t soil your reputation—feed your plants for amazing results.

Consumer 3 – Nurturance – “I want to feel caring and loving.”
Be a good plant parent and feed your plants.

  • A well-fed plant is a happy plant.

  • Give them the nutrients they crave.

  • Raise them right—with nutrient-rich MG plant food.

  • Show your plants some love—with MG plant food.

  • Help your plants thrive—with MG plant food.

  • Feed, Grow, Thrive—with MG plant food.

Consumer 4 – Nurturance – “I don’t want to feel selfish.”
Don’t be a bad plant parent and starve your plants.

  • Don’t leave your plants half-grown—feed them with MG plant food.

  • Don’t starve your plants—feed them with MG plant food.

  • A starving plant is a dead plant—feed them with MG plant food.

  • It takes more than water—feed your plants with MG plant food.

  • Good plant parents feed their kids—with MG plant food.

Consumer 5 – Security – “I want to feel confident.”
Feed your plants and we guarantee amazing results.

  • Feed your plants for amazing results—guaranteed.

  • Feed your plants for twice the beauty.

  • Twice the amazing—feed your plants with MG plant food.

  • Guaranteed Beauty—when you feed your plants with MG plant food.

  • Twice as big, twice as strong, twice as beautiful—amazing results with MG plant food.

Consumer 6 – Security – “I don’t want to feel insecure.”
Stop just hoping for great results.

  • Plants are like kids—You should probably feed them.

  • Hope only gets you so far—MG plant food guarantees results.

  • It takes more then luck—feed your plants with MG plant food.

  • Green-thumb of death?—Feed your plants with MG plant food.

  • Don’t treat your plants like dirt. Feed them instead.