Work: Red Gold Tomatoes
When it comes to canned tomatoes, people don’t really see any difference and tend to gravitate towards what’s familiar to them (or on sale). For family-owned Red Gold Tomatoes, this presented a pretty monumental challenge to stand out among huge national conglomerates like Hunt’s and Del Monte.
Research showed us people genuinely do care about where their food comes from. They’re just not used to thinking about it when it comes to canned food. This was great news for the brand, as Red Gold has a personal relationship with every farm family that grows for them.
Let the farm families themselves do the talking. We built an entire campaign coming directly from the voices of the farmers and their loved ones, letting consumers get to know them the way Red Gold does. The result was a genuine story people could link to the brand, and thus feel good about their purchase.
Red Gold tomatoes are grown by families they personally know.
No actors. No scripts. We chose different farm families who grow for Red Gold and spent a day with each of them, telling the story through the eyes of the growers themselves. By doing so we generated an enormous pool of genuine content to build a sustaining campaign.
Family farm tour
To help seed the campaign, we sent food bloggers to tour a real Red Gold family farm. They met the farmers, the Red Gold owners and had it all culminate with a Luke Bryan concert right on the farm – with part of the proceeds funding agriculture scholarships for the next generation of farmers.
In a category where sales were down across the board, Red Gold saw significant increases in both awareness and purchase behavior – all from simply being transparent with the consumer and telling the real story of where their food comes from.
“Food brings us together, starts conversations, renews bonds among us all. We’ve grown tomatoes with local family farmers for four generations, and this campaign demonstrates the significance of connections made through food.”
– Selita Reichart, Owner Red Gold Tomatoes