Eat In or Dine Out: Behind The Scenes with Victoria Griggs and Maddie Harrington

 
In this special episode of Eat In or Dine Out, HATCH CEO Jennifer Harrington steps in front of the camera with two of the creative minds behind the show: Maddie Harrington, Creative Operations Manager and Agency Producer, and Victoria Griggs, Executive Producer and Co-Founder and Creative Director of Sweeter the Juice Films.
 
As the team reflects on the making of Season One, they share the challenges of producing an unscripted marketing series, what makes content resonate with audiences, and why long-form storytelling is creating new opportunities for brands. From balancing authenticity with production value to finding the right creative format for LinkedIn, the conversation offers a behind-the-scenes look at the people and ideas bringing Eat In or Dine Out to life.
 

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Behind the Scenes: The Challenges of Producing an Unscripted Series

Jen: What’s been the hardest part of launching the show and producing Season One?

Maddie: One of the biggest challenges is not knowing exactly what people are going to say when they come on camera. The show is unscripted, so guests come in with a general idea of what they’ll discuss, but you never know exactly where the conversation will go.

Being behind the scenes and watching those conversations unfold has been a learning experience. You’re constantly looking for moments that will work well for the overall narrative, a clip, or another piece of content.

Victoria: For me, it was learning how to direct a web series in a kitchen environment. I’ve never directed a cooking show—or a marketing show that happens to take place in a kitchen.

Working with food, tabletop setups, and dialogue all at once creates a unique set of logistical challenges. It’s also a different style of directing because we’re asking guests to look directly into the camera rather than away from it.

Maddie: And these are people who are already used to being in front of a camera. Asking them to look straight into the lens and give a little wink is a different experience altogether.

 

What Makes Content Resonate with an Audience?

Jen: Everyone in marketing is talking about content, but creating something doesn’t automatically make it interesting or successful. What do you think makes good content?

Maddie: Understanding your audience is essential. I’ve become increasingly interested in the differences between what Gen Z and millennials respond to, especially when it comes to advertising.

Gen Z seems much more drawn to user-generated content, streamers, and content that feels personal. There’s a difference between something that feels genuinely unproduced and something that’s carefully staged to look that way.

I’ve started thinking about some of the highly produced, supposedly viral advertising moments as an uncanny valley of advertising. They look spontaneous, but they’re clearly planned.

Victoria: People want to see the story behind the person. There’s something compelling about content that feels human and gives audiences a reason to connect with it.

Jen: That’s where brand storytelling comes in. You have to understand your audience, but you also have to find the balance between something that feels authentic and something that’s thoughtfully produced.

 

Why Long-Form Content Is Making a Comeback

Jen: A lot of the creative inspiration behind the show came from the kinds of content you both enjoy. How has that influenced the format?

Maddie: A lot of our inspiration came from creators and formats that embrace personality and storytelling. I’m a big believer in long-form content, and I think it’s changing what we’re seeing from brands.

Victoria: Long-form branded content gives brands an opportunity to tell a more dimensional story. Instead of reducing a brand to a single message or a quick attention-grabbing moment, you can bring the audience into a world.

When a brand has a clear story, it can show up online in a way that feels much more authentic. You see the difference between a brand that understands its identity and one that jumps into a conversation just to get attention.

Jen: One example we discussed was the work Highdive created for KFC and Colonel Sanders. It showed how a longer-form story can bring a brand to life in a way that feels more engaging than a traditional commercial.

Victoria: I also think everyone in a writing room deserves long-form content. You can spend 12 to 14 hours on a shoot, plus prep and post-production, and end up with 30 seconds of content.

Longer formats allow for more creative play, more cinematic storytelling, and more room for an idea to develop. It doesn’t always have to be about grabbing someone’s attention as quickly as possible.

 

Making Eat In or Dine Out Stand Out on LinkedIn

Jen: One thing I love about what you’ve created is how different the show feels on LinkedIn. I’ve heard from people that it’s a refreshing change from the usual content in their feeds.

Victoria: When we first started working on the concept, we were figuring out what it was going to look like and how it would come together. It’s been exciting to see how the platform itself has evolved while we’ve been producing the show.

LinkedIn has started incorporating more short-form video features, so we’re participating in a moment when the platform is changing how people consume content.

Maddie: I’ve also been surprised by how many people have mentioned the show. It feels like the format has created something that stands out in the feed, and it’s been great to see people engage with it.

Jen: That’s been one of the most rewarding parts of Season One. The show has created a different kind of experience for people on LinkedIn, and I’m incredibly grateful for the creativity and work that went into making it happen.

 

Looking Ahead At Season Two

As Season One wraps up, the team is already looking toward what’s next.

Jen: I’m so grateful for everything you’ve both brought to the show. I can’t wait for Season Two. We have some incredible guests lined up, and it’s going to be a lot of fun.

Victoria: We’re excited to keep building on what we’ve created and see where the next season takes us.

 

The conversation behind Eat In or Dine Out highlights the thought, collaboration, and creative experimentation that go into making content that resonates. From understanding audiences and embracing long-form storytelling to finding new ways for brands to show up on social media, the team behind the show is demonstrating that great content is about more than simply filling a feed—it’s about creating something people genuinely want to watch.

Follow HATCH and Sweeter the Juice Films on LinkedIn, YouTube, and Instagram for more from Eat In or Dine Out.

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