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BFY Millennial Opps: Califia Farms debuts new campaign

Goodby, Silverstein & Partners handled creative. Sellers, contact soon to secure last-minute ad dollars.

According to iSpot, CF hasn't utilized national TV since 2021, when it allocated around $6.3m. The company did not utilize this channel in 2020. This year's CF commercials have targeted millennials watching shows such as Friends, Family Guy, Guy's Grocery Games, NCIS: New Orleans and Charmed.

Pathmatics reports that the company has spent roughly $914k on digital ads YTD, less than a third of the roughly $3m it had spent by this point last year. In 2021, CF ended up spending roughly $5.7m on digital ads, 6% more than the roughly $5.4m it spent in 2020. Since the beginning of 2022, the company has earned ~82.7m digital impressions via YouTube (62%), Instagram (27%), desktop display (6%) and Facebook (5%) ads.

Hopefully, spend will pick back up now that CF's promotional activity is ramping up. Per Kantar data, the company also invests in print and local broadcast; it additionally utilizes email marketing. The company tends to target millennials who are better-for-you (BFY) shoppers and/or have dietary restrictions.

Agency & martech readers - If GS&P is CF's new AOR, there's a chance you could score other work; we are still working on confirming this but will let you know as soon as we do. Historically, EP+Co. NY has been its creative, digital, media planning and social AOR. CF receives PR assistance from mWEBB Communications .