• by Karlene Lukovitz  @KLmarketdaily, March 10, 2016

California-based Califia Farms, makers of “plant powered” beverages including almond milks and creamers, cold-brew coffees and citrus drinks, has launched its first major marketing campaign.

The campaign — the first creative for the fast-growing company from Erwin Penland, which was named its creative AOR late last year — includes a 30-second video (below) that spotlights the products through stop-motion-like effects. 

The video, “Califia Farms Loves You Back” (with a heart icon used in place of the word “loves”), includes both health and sustainability messaging. A voiceover asks: “What if your food could actually love you back? And couldn’t it be good for you and your planet?”

The video is being featured on digital channels and the brand’s social media assets. 

The larger campaign includes pre-roll, display and rich-media digital advertising, and paid and organic social advertising.

The brand’s trucks are also featuring blown-up ads.

Founded in 2010 by a farmer’s co-operative based in the San Joaquin Valley, headed by Greg Steltenpohl, Califia Farms, is now the leading brand in the natural products coffee drinks category, according to the company. Its Bakersfield-based manufacturing plant uses artisanal, eco-friendly processes.