Red Door Interactive, a marketing agency based in San Diego, has recently launched their first advertising campaign for California Grown, an organization supported by taxpayers that aims to raise awareness, preference, and appreciation for California-grown agricultural products. The campaign, titled “The Sound of Good,” kicked off on July 31 for the 2024-2025 season of California Grown, as announced by a spokesperson from Red Door Interactive to Times of San Diego. Red Door Interactive was named the agency-of-record for California Grown in November.
The campaign features a variety of advertising elements, including social media ads, digital display ads, subscription audio, Spotify playlists, newsletter e-blasts, and a website offering recipes and guides on how to enjoy California-grown products during peak seasons. While no traditional print or broadcast TV ads are planned, a 30-second spot will be airing on streaming TV services. The main goal of the campaign is to encourage local consumers to celebrate California’s agricultural bounty by understanding the origin and uniqueness of the state’s products.
California Grown, established in 2001 by a group of farmers, ranchers, and agricultural marketers, focuses on cultivating over 400 specialty crops. The organization highlights that 93% of California farms are family-owned and that the state leads in sustainable farming practices, supplying over half of the produce consumed in the U.S. They also provide 80% of the wine produced in the country and rank first in sustainable dairy production nationwide.
The CEO and Executive Creative Director at Red Door Interactive, Reid Carr, emphasized the need to educate consumers about the benefits of choosing California-grown products, such as crops, meat, seafood, dairy, and more. The goal of “The Sound of Good” campaign is to convey the exceptional quality and sustainability of California agriculture through a sensory experience that goes beyond words.
The campaign has received positive feedback from Cherie Watte, the executive director at California Grown, who praised its clever and fresh approach in showcasing the excellence of California Grown products. Karen Ross, the secretary of the California Department of Food and Agriculture, also commended the campaign for effectively communicating the industry’s commitment to sustainable farming practices.
In addition to promoting California Grown, Red Door Interactive has worked with various brands in different sectors since its founding in 2002. Notable clients include Stone Brewing, Titleist, Bosch, Intuit, and more. The agency’s innovative approach to marketing has helped them secure partnerships with leading companies and organizations across various industries.