Crafting a Digital Series for a Beloved Food Brand

Overview

Kraft Heinz launched Heinz Verified, a national program that amplifies local restaurants proudly serving Heinz products. To bring the initiative to life, All That’s Good was asked to create a food-fueled, witty road trip series starring social media personality Steven He. Day Trippin’ explores the food, culture, and characters of America’s most underrated cities. All That’s Good led the project end-to-end, from concept development and talent acquisition to full-scale production and post-production, with new episodes released weekly.

Our Involvement

Creative & Pre-Production

  • Creative Strategy
  • Budgeting
  • Scripting & Storyboarding
  • Content Deployment Strategy
  • Talent Acquisition
  • Influencer Management
  • Production Coordinating & Scheduling

Production & Post-Production

  • Producing
  • Directing
  • Cinematography
  • Full-scale production crew
  • Prost-producing & supervision
  • Story producing
  • Episodic & social editing & finishing

Deployment & Promotion

  • Weekly episode & promo launch
  • Strategic content & thumbnail creation
  • Cross-Promotion Strategy
  • Content performance tracking
  • A/B testing & optimization
  • Comprehensive analytics reporting

How We Pulled it Off

Creative Strategy

We expanded the idea into a fully developed series, shaping the format, narrative tone, and story structure to create a show that felt fresh and engaging. We set out to spotlight not just the food, but the people, culture, and heart of each city. With YouTube as the primary platform, we took cues from digital-native shows to inform the pacing and energy. One of our primary goals was to create a series of short-form episodes optimized for YouTube, with the flexibility to evolve into longer-format content for future streaming opportunities. Throughout creative, we remained thoughtful about preserving the integrity of the Heinz Verified brand, carrying forward its values while crafting a strong concept that could hold its own.

Creative Strategy

We managed outreach and built relationships with every featured restaurant, handled casting – from influencer outreach to securing Steven He as host and collaborating closely with his team to lock in the vision. We sourced and branded the show’s signature van, and we coordinated all scheduling, crew, and production logistics across all three cities, ensuring a smooth shoot from start to finish.

Production

Our crew traveled to 3 cities and filmed at 17 restaurants, handling production and direction entirely in-house. From cinematography and G&E to audio and production support, we managed every aspect with our internal team, scaling through our trusted production network as needed.

Post-Production

We took the lead on post-production for the full episodes as well as social cut-downs, ensuring a cohesive content rollout. With a tight weekly release schedule, we built a streamlined post workflow that allowed for timely client reviews and a thoughtful approach to the creative for each edit. As the series progresses, we are continuously refining the format using real-time analytics and viewer insights, optimizing each edit to better align with YouTube’s algorithm and maximize audience engagement.

Content Deployment & Promotion

Developed for a YouTube audience, we launched the series on Heinz Verified’s brand-new channel, leveraging Steven’s following to grow the audience organically. We also developed supporting content to cross-promote the show across both Heinz and Steven’s platforms.

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All That's Good

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Manhattan Beach, CA 90266

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32 N. Front Street
Philadelphia, PA 19106

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105 W. Broad St.
Gibbstown, NJ 08027

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215 845 5475

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