The 11th Annual ANA Multicultural Excellence Awards

Todd Wilkinson

Creepy-crawlers and Chanclas

Creative campaign for Ortho brand helps Scotts Miracle-Gro win over Hispanic consumers.

Earlier this year, Jim Hagedorn, CEO of the Scotts Miracle-Gro Co., announced ambitious plans to bolster its brand performance in the Sun Belt. "Due to historic factors, our market shares in the Southeast, Southwest, and Western U.S. are substantially lower than in the Midwest and Northeast," he wrote in the company's annual report. "By closing that gap, as well as accelerating growth of the overall category with an increased focus on marketing and R&D, we believe we can generate more than $300 million in additional sales."

A big part of the company's growth strategy focuses on reaching Hispanic consumers — for good reason. According to the U.S. Census Bureau, the Hispanic population is projected to grow from 47 million to 133 million within four decades.