Campaign details

Advertiser: ScottsMiracle-Gro
Agency: Zeno Group

The Challenge

With approximately $3bn in worldwide sales, ScottsMiracle-Gro (SMG) is the world's leading marketer of lawn and garden products, with the most recognized brands in the industry. One of its popular lawn fertilizer products, Scotts Turf Builder Bonus S Southern Weed & Feed (Bonus S), has been used to create healthy green lawns in the southeast U.S. for generations.

In spring 2015, SMG reformulated Bonus S for better weed control. However, early in the launch, the company noticed the new formula was linked to an increase in consumer inquires among users with centipede grass lawns. Rather than the new Bonus S fertilizing and feeding their lawns, many consumers with this grass type had a negative experience when their lawns became damaged

SMG began receiving daily customer complaint calls, up to 600 complaints in one day at its peak. In total, eight U.S. states with nearly 5,000 lawns were affected – and while this still represented less than 1% of all Bonus S users, the company knew that even one unhappy homeowner is one too many. SMG's goal is always 100% satisfaction every day and knew it was critical to restore the trust that homeowners had put in the company and its products.

Execution