Miracle-Gro is Helping Plant Parents Celebrate Their Plant Babies with a Line of Pot-y Covers

Gardening brand Miracle-Gro is launching a limited edition clothing line of playfully stylish, hand-crafted Pot-y Covers for plant parents.  

Plant parenting has grown as more and more people have turned to indoor gardening for its therapeutic effects during the pandemic- Pinterest searches for 'interior garden', for example, have increased by 160 percent. With more than 1.1 million Instagram posts about #plantparenthood and counting, plant parents are part of a proud and dedicated community who see themselves as actual parents and nurture their plants accordingly. 

“We’ve seen a huge influx of younger people come into gardening as plant parents these past few years. These Pot-y Covers are a fun way to help them celebrate their loved ones,”  says Glenn Martin, director of marketing at Scotts Miracle-Gro Canada. 

Plant parents have a chance to win a Pot-y Cover by showing off their cute plant babies on Instagram, tagging @MiracleGroCanada, and using #PotyCovers on the post. The campaign is being supported across Miracle-Gro’s social channels.

“Rather than just offering tips on how to grow plants, we wanted to find a way to engage and fully celebrate the plant parent lifestyle that’s become so popular,” says Loretta Lau, creative director at Rethink. 

Creative agency Rethink developed the campaign, media is being handled by Wavemaker, with MSL leading community management.