Organiser the HTA has banned "all imagery and words denoting 'work'" from the campaign and has dropped most of the roadshows held in 2015's inaugural year. Only non-gardening events CarFest North and South remain.
Former Blue Peter gardener Chris Collins will front the campaign to "inspire people to use outdoor space", getting 35-45 year olds into garden centres.
Last year's campaign won backing from trade bodies but not enough cash from companies.
This year an 'al fresco fortnight' from 19 June-3 July will be the centrepiece, with the aim to get to the masses via promotion into consumer magazines and social media, rather than travelling gardens giving inspirational ideas on presentation.