AUDIENCE STRATEGY
Two audiences, one show, and real follow-through.
134
content pieces produced
80%
of surveyed viewers committed to follow the issues post-airing
+13.3%
increase in average time on page
The challenge
Season 2 of “Broken Bread,” the food justice documentary series hosted by Roy Choi, needed to introduce itself to an unfamiliar audience. As a PBS SoCal and Tastemade partnership, the show had to engage two genuinely different groups — foodies and activists — each with its own motivations, without watering down either.
The approach
- Built a dual-audience content strategy rather than one campaign trying to serve everyone: culinary exploration for foodies, actionable insight for activists.
- For foodies: food guides, recipes, and short videos built around the dishes and traditions the show explores.
- For activists: explainer videos and how-tos that turned the show’s food justice themes into concrete next steps.
The results
Produced 134 content pieces across both tracks. Site traffic rose 8%, unique pageviews grew 7%, and average time on page increased 13.3%. Eighty percent of surveyed viewers committed to follow the issues the show raised, well after the episode ended.