For episode 100, we sent Brad Leone to an ice fishing derby on a frozen lake in New Hampshire.
It's Alive started as a fermentation show in the Bon Appétit test kitchen. A hundred episodes later, Brad was standing on Lake Winnipesaukee waiting for a lake trout.
Who was watching
People who like their cooking shows a little loose. Brad talks to the crew, gets things wrong on camera, and somehow you still walk away knowing how to make kimchi.
What we made for them
A host people trust, sent somewhere new. Episode 100 took Brad to the Great Meredith Rotary Ice Fishing Derby with a local guide, Captain Bob Tonkin, on a trip Origin sparkling water paid for. Traeger was a separate deal: its own run of backyard episodes, starting with burgers and smoked mushrooms, with Brad cooking on their grills.
What they did
People watched the sponsored episodes like any other It's Alive, because they were It's Alive. The Traeger burger episode alone got close to 900,000 views.
Traeger's episodes
If you have a channel nobody is watching yet, I would like to hear about it.