( Courtesy Ocean Mist Farms )

Ocean Mist Farms is kicking off the Coachella, Calif., season with Peace, Love & Artichokes.

The multi-faceted campaign launched Feb. 4 and lasts to March 1, with e-mail marketing, social media and sweepstakes prizes to drive in-store demand, according to a news release. The company is leveraging a trend of artichoke sales in late winter and educating consumers on the Coachella season.

“We want consumers to know that our artichokes are grown to deliver consistent flavor to the plate,” Diana McClean, senior director of marketing at Ocean Mist Farms, said in the release. “With well trained, seasoned harvesting teams and dedicated marketing professionals, we work 365 days of the year to keep artichokes top of mind.”

The promotion gives a nod to the famous Coachella Valley Music and Arts Festival, April 12-21 this year.

 “Furthermore, we hope to build and enhance our community through this promotion,” McClean said in the release. “We also seek to inspire those who align with the Coachella festival to give artichokes a try!”

The Peace, Love & Artichokes Sweepstakes gives consumers a chance for a $1,000 gift card. The first 1,000 entrants will receive a bumper sticker and will be automatically entered into a $500 prize package for the Coachella music festival, according to the release.