California Grown

Capturing the Sound of Good

California Grown connects consumers with the people behind their food. Choosing California-grown products supports sustainability, local communities, and the economy, while delivering unmatched flavor. To build preference, we created a campaign that made the quality, flavor, and experience of California-grown products impossible to ignore.

Industry

Food & Beverage

Channels

Brand Strategy & Creative

Paid Media

Social Media

Marketing Analytics

Explore the partnership

The Opportunity

CA GROWN wanted to make Californians and surrounding-state consumers less oblivious to where their food comes from and more aware of the flavor, trust, and value behind California-grown products. The challenge was creating a cohesive digital campaign that could break through with a broad audience and make people more willing to choose California-grown when they shop.

The Insight

We saw an opportunity to lead with sensation before explanation. By centering the campaign on how California-grown food looks, sounds, and tastes, we could make the message more memorable, drive deeper engagement across digital channels, and give consumers a more visceral reason to care.

Experiencing The Sound of Good

The video creative translated the quality and flavor of California-grown products into a memorable campaign moment built to engage audiences across channels.

Creative Platform

Building a sensory-first campaign

Red Door developed The Sound of Good, a creative platform rooted in the immediate reactions great food creates. The concept translated the appeal of California-grown ingredients into sight, sound, and motion, turning a rational value proposition into a more emotional, memorable brand experience built for the 2024–2025 season.

Poster featuring vibrant oranges against dark leaves, shaped like California with the word "Yummmm" in white. "CA GROWN" label and "The Sound of Good" text.

A collage of vibrant food images with text overlay. Text reads "Yummm" and "Oooooh," conveying delight. Blue "CA Grown" logos and recipe prompts appear throughout.

Paid media strategy

Showing up in the right moments

We paired the platform with a cross-channel media strategy designed to meet audiences where food inspiration already happens. Paid social on Facebook and Instagram drove awareness and engagement, YouTube and TikTok carried platform-native video, and Gourmet Ads extended the campaign into food and recipe environments where the message felt especially relevant.

A smiling girl in a yellow dress enjoys berries. A hand holds a phone with a vineyard image. Background text reads "Yummmm." Bright and joyful tone.

Man savoring red wine, eyes closed in appreciation, with vineyard seen on phone. Background has repeated "Oohhhh." Below are small vineyard images.

Content Activation

Bringing The Sound of Good to life

We translated the platform into a flexible content system that could evolve with the season and the channel. Creative included ASMR videos and audio ads, a Sound of Good anthem video, Kitchen Zen Stop content, GRWM-style educational videos, curated playlists, and animated banners—all tailored to feel native while reinforcing one cohesive campaign world.

A sequence of smartphone screens shows a cooking process: chopping greens, sautéing vegetables, mixing pasta, and text saying "Yumm" and "This looks so good."

A smartphone displays "Kitchen Zen Steps" with a fig image. Six cards show figs, cheese, a salad, and phrases like "Yum" and "The Summer of Good."

Seven images showcase California prunes. First, prunes spill from a bin. Following are prunes on branches, drying, on a plate, and text over blue backgrounds.

Key Metrics

Driving awareness, engagement, and deeper brand connection

The Sound of Good expanded CA GROWN’s digital presence, helping more consumers discover the brand, engage with its content, and take meaningful action.

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