Major, a New York-based creative agency, filled a niche in the plant-food category.
It produced a new product, Drugs for Plants, a seaweed-based fertilizer for houseplants. The power claims to improve soil health and plant resilience. Mixed in water every two weeks, it's meant to keep plants green and healthy.
Major co-founders/creative directors Andrew Fatato and Dave Haller came up with the Drugs for Plants idea during the Covid-19 lockdown.“The number of plants living — and dying — in our apartments went through the roof during the pandemic,” said Fatato. “My apartment was the scene of a horticultural massacre. Dave had a much greener thumb. But both of us had to quickly become minor plant experts to keep our plants alive.”
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Their answer, Drugs for Plants, is a natural alternative to chemical-heavy fertilizers. Its target audience is millennials that will respond to the cheeky messaging: "Give Your Plants Their Fix."
To raise awareness of the product, sold online, Major created a cross-platform campaign that includes social and streaming video ads, as well as an experiential stunt featuring screaming plants in Brooklyn's McCarren Park. People who walked by and stopped, saw a Drugs for Plants water can and a sign that read: "Feed me."
In addition, outdoor billboards are slated for November around New York City.
Haller said: “With this campaign, our main goal is awareness — both of the product, but also of the silent screams of our plant babies and what you can do to quiet those screams by satiating their nutritional needs.”