Plant Moms

Every year, millions of moms are celebrated on Mother’s Day. But Pennington, a leading lawn and garden brand in the Central Garden & Pet Company portfolio, is hoping to bring an underappreciated type of mother into the spotlight: Plant Moms.

Many millennials consider themselves to be “plant parents.” To celebrate them, Pennington created a new audio spot with DAVID Miami mixing up the worlds of traditional motherhood and plant motherhood — from not feeding your “kids” for days, to making all of them “live in the backyard.” Of course, any normal mom would be seen as a terrible mother if they acted this way, but for Plant Moms, it’s just another average day.

In addition to the audio spot, the brand created a series of humorous e-cards for fans to share with the plant moms in their lives to give them the appreciation they’d never hear from their leafy babies. The e-cards will be available on Mother’s Day across social media platforms like META, X (Twitter), and TikTok where the spot is also 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.” says Edgard Gianesi, CCO of DAVID Miami.

The campaign follows up on the brand’s new ‘Grow from a New Angle’ platform, aiming to see the world of lawn and garden through a more sustainable and expressive lens.