We noticed a huge 68% of Gen Z’ers look forward to the food at baseball games. It’s even a reason to go to the game in itself. But how can we bring the food experience of a sports game when live games aren’t happening? The answer - make a brand new YouTube series featuring iconic baseball dishes and hilarious celebrity guests.   We enlisted Instagram’s culinary king, What Willy Cook, to battle a different celebrity guest each week to recreate stadium classic dishes; from cheesy stacked burgers to katsu chicken loaded fries. Titled ‘Home Plate’, the series proudly launched on YouTube to take advantage of the 170% increase in viewers of serialised food programming during the pandemic.   With a combination of baseball anecdotes, laughter, extremely good food and a carefully selected roster of celebrity guests, Home Plate received an incredible 10 million impressions and a view count just short of 1 million in a mere five weeks.   Watch the first episode. 

some results

  • 10m impressions
  • 6% engagement rate