Wed Aug 06 02:00:00 UTC 2025: Okay, here’s a news article summarizing the provided text:
**Miracle-Gro Launches “Full Bush Summer” Campaign to Woo Gen Z Gardeners**
**NEW YORK, NY** – Miracle-Gro is planting a flag in Gen Z territory with its risqué new “Full Bush Summer” campaign, aiming to revitalize mid-season gardening enthusiasm and cultivate brand affinity among younger audiences.
Developed in collaboration with The Martin Agency and fronted by “Love Overboard” star Gabby Windey, the social-first campaign capitalizes on the growing cultural trend of embracing naturalness, both in personal grooming and in the garden. Using playful innuendo and irreverent humor, the campaign positions plant care as a form of self-expression. Faux out-of-home ads and tongue-in-cheek voiceovers promote the idea that growth, whether personal or botanical, thrives when allowed to be a bit wild.
Miracle-Gro’s VP and General Manager of Gardens, Sadie Oldham, described the campaign as “unexpected,” yet perfectly aligned with their target consumer: someone confident, expressive, and not easily offended. The campaign strategically aims to combat the mid-summer dip in gardening activity by reminding consumers about the importance of plant food in extending the growing season. Beyond driving sales, the company intends to boost brand awareness and attract a new generation of gardeners, including those who start with indoor plants.
“This is about brand health – brand love,” Oldham stated, emphasizing the importance of year-round engagement with younger audiences in unexpected ways.
While the campaign’s suggestive nature might raise eyebrows, Miracle-Gro maintains that its core message remains consistent: supporting healthy growth, in all its forms.
**[To access in-depth analyses of campaigns like this, subscribe to Research Intelligencer for exclusive articles, daily newsletters, The MediaPost Cases, and insights from Editor in Chief Joe Mandese.]**
First Piper 