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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

4-Week Growth Snapshot

Over the course of 4 weeks, the Heinz Verified Channel grew from 0 to over 355,000 views, and is well on its way to become established as a source for anyone who loves to eat to connect with amazing restaurants all with the Heinz Verified Certification.
Total Views (Across YT, TT, IG)
0 m
Current Media Value
$ 0 m
Viewers watched series on television
0 %
Shares on Steven’s channels
0 K
Hours watched on Heinz Verified YT
0 k
Subscribers
+ 0 k

15-20K

Daily viewers
On-site impressions of branded van
+ 0 k

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.

Pre-Production

We managed and built relationships with every featured restaurant with the goal to create a diverse and well-rounded series journey. We also handled casting – from influencer outreach to securing Steven He as hosting 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 directing 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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