Miracle-Gro is unveiling its multi-million pound investment in a new fully integrated brand campaign, designed to grow the brand and category growth, and encouraging consumers to get gardening and growing, in their gardens, balconies and homes, creating outdoor spaces they can truly be proud of.

The investment into the brand spans both the new marketing and content campaign, as well as innovation into the products themselves, all aimed at making gardening joyful, helping gardeners feel more confident, and giving them the right product advice – all backed by a Quality Guarantee and gardening helpline.

Introducing ‘The Glovers’

Launching on the 23rd March across multiple touchpoints, from TV and digital to in-store and point of sale, the campaign has been developed in line with the brand message “Everyone needs a little help in the garden”.

Fronted by the new gardening ambassadors from Miracle-Gro, the father-and-son gardening duo of Moe and Gaz Glover, the glove duo will bring heart, humour, and unrivalled hands-on expertise to gardens across the country.

Moe and Gaz Glover have been mowing, pruning and rescuing plants since before you were a seedling. No job is too big or too small for this pair, whether they are offering sage advice for a tricky corner or providing the physical "heave-ho" to revive a wilting shrub, they’ve braved every downpour and patchy lawn to help everyone create green spaces to be proud of.

The Glovers are here to prove that gardening with Miracle-Gro isn’t a chore, but instead it’s joyful, fun, and deeply rewarding. Beyond their technical know-how, Moe and Gaz are on a mission to bring a smile and a bit of cheer to every plot. They are the ultimate encouraging mentors, ready to guide gardeners toward those blooming brilliant results that make a garden truly sing.

The handy father-son duo are voiced by versatile comedy veteran Steve Furst, and Blake Harrison, who is best known for playing the gullible but lovable Neil from the Inbetweeners.

The campaign builds on Evergreen’s category vision of “Grow Happiness, Enrich Your Space”, inspiring gardeners, whatever the weather, to access the emotional benefits of gardening - taking pride in their horticultural achievements, however big or small.

Overcoming category challenges

Gardening is thriving and more relevant than ever for all ages, with well over half of all UK adults (34 million) stating that they garden regularly, according to the RHS State of Gardening Report 2025. However, less than a quarter think of themselves as gardeners, highlighting the need to inspire more people to grow in confidence as gardeners.

Karen Wilkinson, Marketing Director UK & Ireland for Evergreen Garden Care, said: “We know that for many people, gardening can feel overwhelming, filled with unfamiliar Latin names, technical terminology and confusing product choices, particularly for newer or time-poor gardeners. By investing in the Miracle-Gro brand and introducing The Glovers as expert, friendly faces, we’re setting out to make gardening feel simpler and more welcoming, so everyone can take pride in their outdoor spaces.

“This campaign is all about giving people the confidence to give gardening a go, and ultimately bringing more gardeners into the category to support long-term, sustainable growth.”

Refreshed product portfolio

Alongside the new campaign, Miracle-Gro has refreshed the look of its Growing Media and Plant Food ranges. The update unites the full Miracle-Gro portfolio under the brand’s iconic yellow colourway, creating a more cohesive and standout presence in-store.

Clear, informative detail across packaging will immediately help consumers identify the right product for their specific gardening task, while retaining strong imagery and clear descriptions of the plants each product has been specially curated for.

To further build confidence in product performance, the Miracle-Gro Growing Media and Plant Food ranges will now feature the new Miracle-Gro Quality Guarantee roundel, appearing both on-pack and off-pack. The guarantee is designed to reassure gardeners that Miracle-Gro composts and plant foods will help them grow bigger plants, with more flowers and greener leaves. What’s more, Evergreen has also launched its new Garden Guru helpline, providing support from expert gardeners at the end of the phone, who are on hand to help and give advice on both their products and gardening itself.

This quality promise is underpinned by decades of expertise from parent-brand Evergreen Garden Care, supported by ongoing research and development at the Levington Research Station. Significant investment has also been made in peat-free manufacturing to ensure best-in-class formulations using the highest quality raw materials.

Backed by extensive growing trials with professional growers across the country, and supported by garden centre and retail testimonials, the new campaign, refreshed ranges and quality guarantee together represent Miracle-Gro®’s commitment to giving every gardener the confidence to grow.

From 1st March, Miracle-Gro is launching a garden nationwide competition, rewarding the UK’s green thumbs with the chance to win the ultimate garden makeover. Going live in over 300 garden centres across the UK, gardeners who have purchased Miracle-Gro products can enter to win daily prizes – with a grand prize of £5,000.

For more expert gardening advice, visit lovethegarden.com.