Miracle-Gro

Brief: Refresh the Miracle-Gro and Bonnie Plants brands on social in new and interesting ways that champion our master gardeners as well as inspire a new generation to start growing their own food and flowers.

My Role: Created internal brand personas for each brand to help our copy team develop unique voices. Sourced UGC for monthly content calendar. Wrote social media copy and interview questions for influencer content.

A person with face and body painted in green and pink surrounded by leaves against a two-tone background with the phrase 'you grow you.'
Person with a floral headband and beard holding a potted plant, wearing a blue shirt with white clouds. Text overlays say 'you grow you' and 'Serving you soft #plantdaddy realness.' Background is a blue and orange design.
A person holding two cactus plants in orange pots. The background is peach with the text 'you grow you' and a quote about enjoying plants. The person has tattoos on their hand and appears to be indoors with a plant in the background.

Grow it like you mean it.

Grow it like you mean it.

Illustration of dill in a vase with the word "Capricorn" and a symbol. Text reads "values time and independence above all else."
Illustration of chamomile plant in pot with Cancer zodiac sign and text "perceptive of others' moods and emotions"
Illustration of a rosemary plant inside a vase, associated with the Pisces zodiac sign, with text: "uses intuition to keep learning and growing."
Illustration of a lemon balm plant in a pot with "Scorpio" zodiac symbol. Text reads: "mysterious, introspective and wise." Background includes decorative stars.
Mexican tarragon plant illustration with green leaves and yellow flowers in a pot. Text reads 'Taurus' with a symbol, and 'all about soothing aromas and succulent flavors.' Background features teal and beige colors with decorative crosses.
Digital illustration featuring the Aquarius zodiac sign symbol above an image of a thyme plant. Below, "English Thyme" is written in bold letters, followed by the description "Dynamic, Creative and Humble Individuals." The background is teal with decorative stars.
Illustration of a potted garden sage plant with "Gemini" zodiac symbol and text, "adds excitement and personality to everything."
Illustration showing a potted catnip plant under the Virgo zodiac symbol. Text reads "self-sufficient and systematic approach to life."
Illustration of lavender plant in a pot with Libra symbol and text "Believe in the power of balance and harmony" on a green background.
Illustration featuring a potted basil plant labeled "sweet basil" with a horoscope symbol and Aries text, described as bold and ambitious.
Illustration of Italian oregano plant in a pot on green background with the text "infamously vivacious, but incredibly easygoing."
Illustration of a Thai basil plant in a pot alongside the Sagittarius zodiac sign, with text that describes it having an affinity for novelty and adventure. Green background with decorative elements.

Art Director: Veronica Burkhart

Creative Director: Mike Herman

Videographer: Andrew Christy