Scotts presents Merrick Watts as Australia’s first “Soilmelier” in new campaign via DEC PR

Scotts has teamed up with DEC PR to launch a playful new campaign that positions soil as the hero of the garden and introduces comedian and wine enthusiast Merrick Watts, who steps into the role of Australia’s First Soilmelier.

 

The creative flips the traditions of wine appreciation on its head – reimagined in a garden context – to show that, just like wine, soil should be valued and appreciated. With Merrick at the centre, the campaign delivers an unexpected, humorous take on plant care, designed to educate gardeners of all levels.

Australian plants are in crisis – they’re starving, they’re thirsty, they are neglected. New research conducted by Lonergan, commissioned by Scotts, reveals that one in three Australians lack confidence in their gardening skills (29%), with one in five (20%) unsure whether their plants are truly thriving. It’s no wonder – only 27% of Australians are using plant food to support their plants’ health.

And when desperation hits? Aussies get…creative. Two thirds (64%) admit to being too time-poor for proper garden care, so they turn to some interesting methods: talking or singing to plants (13%) and even urinating on them (1 in 33 Aussies!). While plants may appreciate the attention, they’re still dying – quite literally starving – without a proper, nourishing meal.

Understanding the dire crisis at hand, Scotts has enlisted wine and terroir expert and secret gardening enthusiast, Merrick to dig into the depths of his knowledge of soil to become Australia’s first Soilmelier. Merrick’s mission is to inspire Australians to dig deep and nurture stronger, healthier, and happier plants by getting back to the roots of great gardening: healthy soil.

Best known for his ‘Grapes of Mirth’ comedy shows, Merrick has traded his wine for plant food to face this challenge head-on. Unafraid to get down and dirty in the soil, Merrick is on a mission to help Aussies level up their garden care.

“A fine wine is not born solely from the age of the vine or the climate’s temperament. True character begins in the soil,” says Watts, Australia’s First Soilmelier. “Often underestimated, the soil is the vintner’s secret, shaping the very soul of what’s to come. We’ve got to get back to the roots.”

Water and sunlight are always great basic ways to keep a plant from losing its way, however there is one critical element many of us forget – food. It’s a surprising revelation, as Australians are world-class foodies, but while we’ve been stuffing our faces, we’ve forgotten to feed the dirt that makes dinner. Luckily, there’s a solution, Scotts Organic Plant Food.

“Scotts Organic Plant Food not only rebuilds the structure of the soil while feeding your plants, but does it so bloody simply, effectively and organically”, adds Watts.

Says Kerry Sephton, Marketing Director for Scotts: “The research made it clear: Australia needed a Soilmelier. With Merrick on board, we’re helping Aussies feed their plants properly, grow their gardening confidence, and put an end to hangry plants once and for all. Whether it’s lush flowerbeds, thriving citrus trees, hearty root veggies, or balcony herbs, our Scotts Organic Plant Food range is here to help every plant – big or small – live its strongest, healthiest and happiest life.”

Scotts Organic Plant Food is more than nutrition, it’s a complete soil and plant health solution, crafted with care for the environment. Enriched with organic matter and natural minerals, it supports soil biodiversity, improves structure, and helps regenerate tired soil from the ground up. Packed with powerful natural ingredients like fish, seaweed, and humic acid, it delivers essential minerals, proteins, and amino acids your plants crave.

Scientifically – and Soilmelier – proven to outperform other organic solutions, Scotts Organic Plant Food helps to nourish your plants and soil, while naturally boosting their immunity for long-lasting resilience. Whether you’re growing veggies, flowers, or houseplants, Scotts Organic Plant Food not only fuels your soil and supercharges your garden, but it does so naturally, with care for the environment and biodiversity.

“Soil health has a knock-on effect to the greater environmental eco-system”, says Watts. “Creating an organic solution that works with nature, not against it, is like drinking a glass of Yangarra Grenache McLaren Vale Ovitelli 2021, you feel good about it, and it goes down easy.”

DEC PR spearheaded the Soilmelier campaign with a suite of social-first assets produced by Qube Productions.