From big feats to small wins, Miracle-Gro is encouraging consumers to celebrate their ‘Gro-ments’ – the feelings of joy sparked by growing achievements - in its multi-channel campaign with an important peat-free message.

Coined by the leading gardening brand to express those special moments such as seeing a seed sprout or taking a first bite from homegrown veg, Gro-ments encapsulate the emotion of gardening and the importance of quality compost.

The initiative is part of a wider £1 million peat-free campaign being rolled-out by Miracle-Gro’s parent company, Evergreen Garden Care. It has already seen Colin Stephens, Managing Director of the compost manufacturer, call on DEFRA to make the Responsible Sourcing Scheme (RSS) legislation in an open letter. The letter has since been signed by the likes of the RHS and Homebase, and Stephens is continuing to push its agenda forward.

The Gro-ments consumer campaign, is fronted by budding gardener and lover of the outdoors, Rob Rinder, and is underpinned by a study of 2,000 people. The research found that over three-quarters of people feel intense achievement when growing their own plants – a feeling that Evergreen Garden Care says can be helped along by starting with the right growing foundation. 

Colin Stephens, UK and Ireland Managing Director, Evergreen Garden Care, explains: “Often people blame themselves for gardening fails – but it is much more likely to be the fault of the compost. This campaign is about educating consumers on the importance of good quality peat free compost, to both the health of the planet and their garden.

“Miracle-Gro has spent over 30 years developing the best product and as part of our commitment to peat-free and doing things a better way, we want to help consumers understand the difference it can make.”

Launching next week, the Gro-ments initiative will be backed by a far-reaching consumer campaign, including press, broadcast, strategic advertorial placement and social media content creators.