Submitted by Jungle Creations

MLB Home Plate YouTube Food Series

Influencer Marketing

Jungle Creations produced Home Plate, a YouTube cooking series pairing What Willy Cook with celebrity guests, to win UK fans for MLB, reporting 10M impressions.

10MImpressions
1.4MViews
6%Engagement Rate

Case in 60 seconds

Baseball had low popularity in the UK, where most people did not know its rules or culture, so MLB needed to make the sport feel fun and accessible to people who had never followed it.

The campaign turns on food rather than rules, because the agency found that Gen Z look forward to the food at baseball games, which gave a way into the sport that did not require a live game.

Home Plate brought the stadium experience to UK viewers through its food, recreating iconic baseball dishes with a comedic twist so that the sport reached new fans as entertainment rather than instruction.

On YouTube, What Willy Cook faced a different celebrity guest each week to recreate stadium classics, mixing baseball anecdotes and banter, while the creator-led Bases Covered series explained the basics of the sport alongside it.

Jungle Creations reports 10M impressions, 1.4M views and a 6% engagement rate, while its body copy credits Home Plate and Bases Covered together with close to 1 million views in five weeks.

Strategy Breakdown

UK audiences, Gen Z in particular, with little awareness of baseball's rules or culture, whom MLB wanted to turn into new fans.
With no live games in the UK, the stadium experience that draws Gen Z to baseball was out of reach, so the agency brought that experience to viewers through a recreated menu rather than a match.
Baseball had low popularity in the UK and most people did not know its rules or culture, so a sport-first message would have asked too much of an audience with no starting point.
MLB appears as the source of the stadium dishes and anecdotes rather than as a lecturer, while Bases Covered takes on the job of explaining the basics of the sport.
The page reports that Gen Z look forward to the food at baseball games and sometimes treat it as the reason they go, so food became the entry point to the sport.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Jungle Creations
  • Jungle Media

Creator role

  • What Willy Cook

Results & Evidence

MetricValue
Impressions10M impressions
Views1.4M views
Engagement Rate6% engagement rate

Why Jungle Creations' strategy worked

  1. 1

    A sport with little local following can be introduced through a habit the audience already holds, such as stadium food, because that route asks for curiosity rather than prior knowledge of the rules.

  2. 2

    Pairing an entertainment series with a separate explainer series lets each format do one job, so the comedy carries attention while the explainer carries the rules without slowing the main show.

  3. 3

    A recurring host facing a new guest each week gives a series a fixed anchor and a fresh draw per episode, which suits a serialised format built to hold viewers across several weeks.

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