Good Farms, Good Food, Good People is a four part cooking series in which chef Ian Knauer (WSJ, Food Network, Gourmet Mag) visits local farms to source his ingredients for a fully seasonal menu.

Growing Roots wanted to do things right, and for them, that meant producing video content that wasn’t desperately begging for sales . Instead, we had a vision to create a branded cooking series that viewers could trust because it provided tangible value: viewers could watch the series and as a result, produce their own locally sourced menu at home.

So we followed chef Ian Knauer as he visited local farms to source his ingredients for his seasonal menu.

This long-form approach yielded a variety of different sized and length deliverables for Growing Roots to leverage in a robust omni-channel marketing campaign promoting their year-end festival.

The results from this more subtle approach were huge!

• 60% increase in event attendance

• 65% increase in vendor engagement

• 50% aggregate vendor sales increase