California Grown, an advocate for the state’s agricultural products and its community, says it has partnered with marketing agency Red Door Interactive to launch “The Sound of Good” campaign.
By harnessing visual, audio and interactive user-generated content, the organizations are engaging consumers’ senses, paying homage to California’s year-round agricultural legacy and showcasing the distinctiveness of its food from other regions, according to a news release.
“With so many grocery options and increasingly budget-conscious consumers, we knew we needed to cut through the noise to educate shoppers about the advantages of choosing California-grown crops, meat, seafood, dairy and more products,” said Reid Carr, CEO and executive creative director at Red Door Interactive. “Some experiences are so extraordinary, words alone can’t capture them, which is why we created ‘The Sound of Good’ to better tell this story. After all, the bounty of California is a full sensory experience.”
Consumers can get involved in the “The Sound of Good” movement by:
- Sharing #MySoundOfGood moments on social media — whether it’s the sizzle of a meal on the stove, the crunch of a fresh vegetable or laughter in the kitchen.
- Enjoying seasonally curated Spotify playlists like “California Wine Nights” or “Golden State Summers” while cooking and entertaining.
- Subscribing to California Grown for new recipes and guides on how to shop for and savor California-grown goods during peak seasons.
“‘The Sound of Good’ is such a clever and fresh campaign,” Cherie Watte, executive director at California Grown, said in the release. “It captures the indescribable excellence of California Grown food, wine and flowers through expressive audible reactions. California Grown products are indeed yum and wow.”
Established in 2001 by innovative farmers, ranchers and agricultural marketers, California Grown aism to harnesses Californians’ pride in local products. Today, California leads in agricultural output and sustainability, supplying over 50% of U.S. produce, 80% of U.S. wine and ranking first in sustainable dairy production, the release said.
“‘The Sound of Good’ beautifully conveys the sustainability aspects of California agriculture,” Karen Ross, secretary of the California Department of Food and Agriculture, said in the release. “California’s farmers and ranchers are leaning into climate-smart agriculture programs, and it is nice to see a marketing campaign communicate the industry’s commitment to sustainable efforts.”
Related link: More about California Grown and the “The Sound of Good” campaign
