From niche to noticed with influencer-led content for MLB

BRIEF:
Baseball’s popularity in the UK was low, with most people unaware of the rules or culture. MLB wanted to attract new fans by making the sport feel fun, accessible, and culturally relevant.

APPROACH:
We spotted a huge opportunity in the fact that 68% of Gen Z look forward to the food at baseball games – sometimes it’s the reason they go. But with no live games in the UK, we needed to bring that experience to them in a way that felt as exciting as the real thing. Our answer was Home Plate – a high-production YouTube series recreating iconic baseball dishes with a comedic twist.

From concept to final edit, we handled everything: casting, scripting, set design, filming, and post-production. We enlisted Instagram’s culinary king, What Willy Cook, to face off against a different celebrity guest each week, recreating stadium classics from cheesy stacked burgers to katsu chicken loaded fries. Filmed with broadcast-quality production values and edited for maximum pace and personality, the series combined baseball anecdotes, celebrity banter, and mouth-watering close-ups to make viewers feel like they were right there in the stands.

Launched on YouTube to tap into a 170% rise in serialised food programming during the pandemic, Home Plate ran alongside Bases Covered – our creator-led series explaining the sport’s basics. Together, they racked up 10 million impressions and close to 1 million views in just five weeks, proving that pairing cultural insight with influencer talent and top-tier production can win new fans.