• by Fern Siegel , August 12, 2024

California Grown, an advocate for the state's agricultural products and its community, has launched its first campaign.

To inform a larger audience, California Grown has kicked off "The Sound of Good," which spotlights the freshness of its products and the joy it brings others.

Created by Red Door Interactive, its marketing AOR, the campaign runs on social, display ads, audio ads and seasonally curated Spotify playlists, which feature “California Wine Nights” and “Golden State Summers.”

In addition, the creative is promoted on California Grown's newsletter e-blasts, which offer new recipes and guides on how to shop for California-grown goods during peak seasons.

“‘The Sound of Good’ campaign is rooted in people — their reactions and their experiences enjoying something genuinely good. It’s about that indescribable moment. We help the audience feel it with each asset and across every channel. Whether it’s tasting California Grown’s produce and fine wines or enjoying its fresh air and land carefully tended by dedicated farmers, the campaign represents this central experience in life,” Reid Carr, CEO-executive creative director, Red Door Interactive, told Agency Daily.

Viewers can also participate in the work, sharing their own #MySoundOfGood moments on social media — be it the crunch of a fresh vegetable or the sizzle of a grill. 

“‘The Sound of Good’ beautifully conveys the sustainability aspects of California agriculture,” said Karen Ross, secretary of the California Department of Food and Agriculture. “California’s farmers and ranchers are leaning into climate-smart agriculture programs. It is nice to see a marketing campaign communicate the industry's commitment to sustainable efforts.”

The Golden State grows over 400+ specialty crops. California provides more than 50% of produce in the United States, 80% of U.S. wine and is ranked first in sustainable dairy production, according to the advocacy group. California growers lead the nation in sustainable farming measures.