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California Grown: The Sound of Good
CA GROWN
California Grown connects Californians and other consumers in the U.S. with the people who grow and produce their food. Choosing California-grown crops, meat, seafood, and wine means you’re supporting sustainable farming measures that protect our environment, enrich our communities, and strengthen our economy, and the taste is incomparable.
Services Provided
The Challenge
CA GROWN is launching a new campaign to make Californians less oblivious to where their food comes from and more aware of how delicious and trusted California-grown products are, so they are willing to pay a premium for them when they can. To do so, the organization needed a cohesive and engaging digital campaign to drive brand awareness across a diverse audience.
Our Approach
To best engage CA GROWN's audience, we developed a creative campaign platform that centered around the sensory experience of enjoying California-grown products. We used a mix of visual, audio, and interactive content to capture attention, drive engagement, and communicate why “choosing California Grown makes a difference.”
Leading in Sustainable Agriculture
California grows over 450 crops, provides over 50% of produce in the United States, produces over 80% of U.S. wine, and is #1 in sustainable dairy production. California Grown is an organization founded by forward-thinking farmers dedicated to growing awareness of the benefits of California-grown products, from the transparent crop system to the delicious taste. The challenge is that many Californians and other consumers don't realize the advantages of California-grown food – and don’t think about where their food comes from.
CAMPAIGN GOALS
Our unique strategy would help us reach our goals of driving traffic to the site and increasing the amount of time spent on-page, bringing awareness to the benefits of choosing California-grown commodities via paid channel engagement, and increasing e-newsletter subscriptions.
CREATIVE THAT CAPTURES THE SOUND OF GOOD
Red Door helped California Grown develop a creative campaign platform to use for their 2024-2025 season. The campaign, entitled The Sound of Good, aimed to capture the audible reactions of consumers enjoying the bounty of California’s harvests. Because, when you experience something good, sometimes there are no real words to describe it.
CRAFTING THE CALIFORNIA EXPERIENCE
Red Door’s creative team collaborated with CA GROWN to design and develop eye-catching ads and organic social content that capture the essence of California's rich agricultural heritage. To create a truly immersive ecosystem, Red Door’s media team developed an integrated sensory-first media strategy, which included placements on podcast and audio platforms, recipe sites, video, and connected TV, and paid social targeting a consumer group whose lives revolve around food.
CA GROWN ANTHEMN
With video and sound being vital parts of the campaign, Red Door and California Grown collaborated to develop engaging ad concepts, visual storyboards, compelling scripts, and high-quality video production that captured the joy of choosing California-grown produce.
THE SOUND OF ENGAGEMENT
Launching in June, the campaign is already driving a strong amount of new users to the site and engagement. Red Door and CA GROWN will continue to optimize the creative assets and media placements to further refine our targeting and improve performance. With a new season of commodities around the corner, Red Door and CA GROWN plan to refresh the campaign with the season’s best and continue to monitor the campaign’s impact.