• by Sarah Mahoney , Yesterday

Miracle-Gro wants younger gardeners to let it grow — and the company isn’t just talking about hydrangeas. In its boldest cultural swing yet, the brand is launching “Full Bush Summer,” a cheeky campaign aimed at Gen Z gardeners who see backyard beds and body autonomy as two sides of the same coin.

Created with The Martin Agency and hosted by “Love Overboard” star Gabby Windey, the social-first campaign taps into what’s been called a bush renaissance — from #Bushtok to Vogue’s recent “The Bush Is Back” feature — reframing plant care as an act of self-expression. The tone flirts with raunchy but stays playful, using fake out-of-home executions and irreverent voiceovers to suggest that growth — personal and botanical — is best when left a little wild.

“Honestly, the campaign idea felt really unexpected,” said Sadie Oldham, vice president and general manager of gardens at Miracle-Gro. “It was culturally relevant and perfectly aligned with the consumer we’re focused on: someone who doesn’t take themselves too seriously, is confident, and wants to express themselves.”

But beyond the punchline, “Full Bush Summer” has strategic roots. Mid-July marks a drop-off in consumer gardening energy — that moment when spring ambition fades and weeds win. Miracle-Gro sees this campaign as a way to reignite attention and, crucially, educate gardeners on the role of plant food in prolonging the season.

Oldham says this effort as tied as much to boosting sales as it is ushering in a new generation of growers, including the many that start their gardening life with indoor plants. This campaign is designed to boost brand awareness, relevance, and affinity with those younger audiences. “This is about brand health — brand love,” she says. “It’s not all about spring anymore. For this audience, it’s about showing up year-round in unexpected moments.”

And if the innuendo feels like a bit much? “At the end of the day, the message is: Miracle-Gro supports healthy growth — however that looks for you.”