Real Growers. Real Advice.

THE BRIEF

Gardening felt out of reach for the everyday person. Between expert lingo, Instagram-worthy gardens, and aisles packed with options, people didn’t know where to begin. Miracle-Gro wanted to change that, to be the spark that gave new gardeners the confidence to dig in. The goal wasn’t just to sell potting mix; it was to grow self-belief. By partnering with Home Depot, the brand could turn that spark of confidence into something real, a reason to visit, learn, and grow.

My Role: Strategic Lead · Creative Direction · Production Oversight

The Work

We built a movement, not a marketing campaign. The Gardenieres were real gardeners from across the country, local experts with dirt under their nails and stories to share. Backyard tomato patches in the Midwest. Rose bushes in the suburbs. Rooftop vegetable gardens in Brooklyn. Proof that anyone, anywhere, could grow something. As program lead, we directed the Gardenieres episodic content partnership with Home Depot, connecting inspiration with retail conversion through storytelling, creative direction, and in-store integration. The program created a true community that shared knowledge and encouragement, and the approach resonated beyond content, earning a Home Depot Marketing Innovation Award for connecting brand storytelling to real in-store results.

Why It Hits

Gardenieres turned inspiration into action, not with picture perfect gardens, but with real ones. Miracle-Gro celebrated people with dirt under their nails and stories worth sharing, proving that progress starts wherever you plant it. Partnering with The Home Depot took that story straight to one of the most engaged audiences in home improvement. For three years, Gardenieres content lived inside Home Depot’s Garden Club, showing up in inboxes, not just ads. Roughly 36 feature sends reached millions of opt-in subscribers during peak gardening season, each one packed with how-to advice and seasonal confidence. One highlight alone hit more than 4.2 million members. Miracle-Gro’s storytelling became part of Home Depot’s trusted ecosystem, turning expert tips into real-world momentum, brand lift, and in-store movement. This was not about selling potting mix. It was about planting confidence.