Guest Voice - Can we grow a national campaign?

There are two phrases I'd like to plant into the average American's vocabulary: "You can grow that," and "Passionate about plants." A couple of months ago I started thinking about a national You Can Grow That! campaign. Recently I was thrilled to see a proposal for a similar national marketing initiative written by Danny Takao of Takao Nursery. Maybe it's time to grow this.

In the same way that the phrase "Fall is for planting" cemented the idea that it was good to plant in autumn, we need to thoroughly saturate people with the belief that plants and gardening are worth the effort because of the benefits gained. As an industry—growers, independent garden centers, garden writers, salespeople, PR firms, plant breeders, and branders—it's in our interest to gather behind a slogan that will promote the multitude of worthwhile results that plants and gardening cultivate. I propose: "You Can Grow That."
 

You Can Grow That. Laughter? Stress relief? Fitness? A wedding bouquet? You can grow that!

Why use "You can grow that"? Because this tag phrase can be applied to all aspects of our industry, and it can be made regional, informational, inspirational, funny or surprising. It could be used in all climates and seasons. Think of the things that go viral…they're often humorous. Think of the Got Milk? advertisements, and phrases such as "Where's the beef?" and "Sorry, Charlie." They all have an element of fun, and can be made fun of.

This campaign needs to address everyone: kids, Gen X, Y and Z, Baby Boomers and the family dog. Each segment of society needs to be reminded that much of what makes life satisfying can be grown in our own backyards.

The message should range from serious (Healthy food? You can grow that!) to surprising (Sex? You can grow that!).

I'd like to see it as a starting point and punch line for advertisements, videos and blogs. I want to see David Letterman and Jay Leno make fun of it. I want Seth Godin to blog about it. I want "You can grow that" to enter the popular phraseology.
 

Grassroots movement. Although the ultimate goal would be to start a non-profit group and national ad campaign supported by all segments of the green industry, I believe that this movement can begin from the ground up. Nowhere is the term "grassroots" better suited than it is for our business.

In embracing the same message, we build on each other's efforts and strengths, and cultivate our enterprise as a whole. In joining together and making it a national campaign, we help grow a widespread awareness of the value of plants and gardening in everyone's lives.

I'm interested in this because it's good for our industry, certainly, but also because I absolutely know that it's true. Gardening is one of the most life-affirming things we can do.

We put a great deal of time, money and effort into our own products, businesses and brands, so how can we not band together to cultivate this industry as a whole? We can't just focus on the latest plant, fertilizer or organic insecticide; we've got to sell the excitement first. A resurgence in gardening? We can grow that!
 

C.L. Fornari is a writer, speaker and host of GardenLine on WXTK. She runs a consultation service and does event planning for Hyannis Country Garden, an independent garden center on Cape Cod.