Every year, millions of moms are celebrated on Mother’s Day. Pennington, a leading lawn and garden brand in the Central Garden & Pet Company portfolio, is shifting the spotlight to an often-overlooked group: Plant Moms.
Many millennials proudly consider themselves “plant parents.” To honor them, Pennington teamed up with DAVID Miami to create a playful new audio spot that blends the worlds of traditional motherhood and plant motherhood. The ad humorously contrasts the care routines of typical moms with those of plant moms – from not feeding their “kids” for days to making them “live in the backyard.” While such behavior would be unacceptable for regular moms, for plant moms, it’s just another day of nurturing their greenery.
In addition to the audio spot, Pennington designed a series of witty e-cards for fans to share with the plant moms in their lives. These cards offer the appreciation that leafy “children” can’t express. Available on Mother’s Day, the e-cards will be shared across social media platforms like Meta, X (formerly Twitter), and TikTok, where the audio spot will also be running.
“Plant moms do a lot of work that gets taken for granted to keep their lawns and gardens happy and healthy. Don’t they deserve to be appreciated too? Their plants obviously can’t thank them, so we wanted to instead,” says Dan Hoeller, VP of Marketing at Central Garden & Pet.
“The way we treat our plant children is different than our real kids. So, we really leaned into that humor to create a piece that we knew all the plant moms out there could really relate to and appreciate,” adds Edgard Gianesi, CCO of DAVID Miami.
This campaign builds on Pennington’s new ‘Grow from a New Angle’ platform, which aims to view the world of lawn and garden through a more sustainable and expressive lens. By celebrating Plant Moms, Pennington not only acknowledges their dedication but also connects with a growing community of millennial plant enthusiasts.
The ‘Plant Moms’ campaign, published in the United States in May 2024, marks a creative and inclusive approach to Mother’s Day. Created by DAVID Miami for the Pennington brand, this integrated campaign humorously highlights the unique bond between plant parents and their botanical babies. The campaign’s message is clear: whether you’re nurturing children or plants, every bit of care deserves recognition and appreciation.
In conclusion, Pennington’s ‘Plant Moms’ campaign is a delightful tribute to all the millennials who take pride in their plant parenting skills. Through humor and relatable content, Pennington successfully brings attention to the joys and quirks of being a plant mom, making Mother’s Day special for a new kind of caregiver.
