Growing plants that feed self-expression
Present a creative brief to Arts + Letters (Richmond, VA) on Miracle-Gro.
What We Found:
In 2019, 30 percent of all households bought at least one houseplant
People are spending an average of 22 hours a day inside
DIY is on the rise but people don’t know what they’re doing, especially with plants
The household plant market is growing: 50% growth in the past 3 years within the indoor plant market and the market is at $1.7 billion
More people taking on the responsibility of having "plant babies"
Problem + Opportunity
Mircale-Gro isn't as synonymous with indoor plant care as they are with lawn and gardens.
More people are spending time indoors than ever before. This in turn has helped the indoor plant market boom in the past few years. Miracle-Gro can be the leader in the indoor plant market.
Miracle-Gro helps nurture your nature through investing in inspiration and self-expression.
Who are these plant parents?
Take pride in making their home look good
Try to make the most of their space
Care about the little things
Want to live a healthier lifestyle
Willing to learn
Miracle-Gro takes plants to the next level
Want to share their uniqueness with the world around them
Indoor plants are becoming a root of
Charlie Hudson: Strategist
Joseph Koroma: Strategist