Celebrating the glorious nature of soil to launch a new brand in lawn & garden.

Harvest Organics, a new player in the organic soil and mulch category, had little brand recognition, limited distribution, and was up against established names like Scotts Miracle-Gro. To drive brand awareness, Mythic appealed to the target’s environmental mindset by touting Harvest’s superior sustainability and reminding them that leading an organic lifestyle starts from the ground up. We connected it all with the tagline: “Don’t just garden, Harvest.” The campaign was effective in expanding Lowe’s distribution from a pilot 150 stores to nearly 1,000 in year one.