|
| | | | |
|
 | | ORIGINAL PROGRAM FROM OGILVY BOWS ON WEB FOR HELLMANN'S | | | Ogilvy | | 27/06/2007 | | | 'In Search of Real Food' Features Celebrity Chef Dave Lieberman
Airing on Yahoo! Food -- Produced by New Production Company -- Rock Shrimp
On behalf of Unilever's Hellmann's brand, Ogilvy's Branded Content & Entertainment group has teamed with Rock Shrimp production company, a collaboration between Bobby Flay and Embassy Row's Michael Davies and Kim Martin, to debut an original web-based series on Yahoo! Food, featuring celebrity chef Dave Lieberman entitled, "In Search of Real Food," a theme that echoes Hellmann's "Real Food" marketing position (http://food.yahoo.com/realfood).
Media partner Yahoo! has created a hub that will house the new series of 12 shows that will air on a weekly basis beginning on June 28th. The series will follow Dave Lieberman's on-the-road travels throughout the country as he seeks out the people, places, and recipes that are at the heart of Real Food in America. A key aim of the program will be to generate a dialogue around what real food actually means to people on an individual level -- viewers will be invited to respond to Dave's blog as well as submit their own videos featuring personal real food stories and recipes.
"In Search of Real Food" marks the debut of acclaimed chef and Food Network star Bobby Flay as Executive Producer of an original series. Flay is producing the program through his newly formed production company, Rock Shrimp Productions, a venture with Michael Davies' Embassy Row through its Factual Division headed by Kim Martin, who also serves as Executive Producer of the program in association with Ogilvy's Branded Content & Entertainment Group and Yahoo!. Embassy Row has brought a wide range of original programming to broadcast, cable and internet outlets including such hits as "Who Wants to Be A Millionaire." Rock Shrimp is the producer of Food Network hits "Boy Meets Grill with Bobby Flay" and "Throwdown with Bobby Flay."
"In Search of Real Food" is a programming concept that captures the fast- changes taking place within the food industry -- the emphasis on local-grown and real foods -- as well as the changes within the entertainment industry," noted Bobby Flay. "Finding new ways to reach consumers using interactivity is where the future of programming will be, and this show sets a new standard for consumer engagement."
"The challenge today with branded content is to maintain the authenticity of the production while maximizing the potential for the brand," explained Doug Scott, Executive Director, Branded Content & Entertainment at Ogilvy and Executive Producer of the program with Joe Frydl, also at Ogilvy. "This show offers incredibly rich content, allowing multiple channels for consumer engagement. By teaming with Rock Shrimp Productions and Dave Lieberman as our host, we have a ready-made fan base that is looking for the 'real food' point- of-view that Hellmann's as sponsor is all about."
The theme for the program was inspired by the current advertising campaign for Hellmann's Real Mayonnaise -- "It's Time for Real." Made with such simple ingredients as eggs, oil and vinegar, Hellmann's represents real food, and wants to call attention to the kind of food and experiences it believes are in too short supply in today's over-processed and complicated world. The brand is known as "Best Foods" in the West.
In commenting on the program, Brian Orlando, Senior Brand Manager for Hellmann's said, "We've always been about what's simple and real. Whether it's the quality ingredients in our jar or the real experiences people have with others when they share food made with our Mayonnaise. This effort leverages the technology available to have a conversation about that with consumers, offering recipe ideas and a point-of-view about food that keeps the brand relevant to moms and builds affinity to new and younger users."
Visitors to the "In Search of Real Food" site on Yahoo! will be able to watch the series; upload their own real food videos; find, save and contribute recipes; read and comment on Dave's blog and ask questions about food topics. Yahoo! was selected as the exclusive media partner for "In Search of Real Food" because of the company's past success with partnerships that generate high-quality user-generated content and the integration of its Answers, Groups and Video properties. The program will be featured on Yahoo! Food (http://food.yahoo.com) that launched in November 2006. Since then it has become a leading food website with more than four million visitors per month.
"In Search of Real Food" further connects the Yahoo! audience to their passion for food," said Amy Iorio, General Manager of Yahoo! Lifestyles. "This experience combines the best of Yahoo!'s community and video offerings with Hellmann's commitment to real food."
Hellmann's will promote the new series via a series of online banners created by Ryan iDirect and promotional marketing activities created by Ogilvy. The media is being placed by MindShare.
About Unilever
Unilever (NYSE: UL, UN), one of the world's largest consumer products companies, aims to add vitality to life by meeting everyday needs for nutrition, hygiene and personal care. Each day, around the world, consumers make 150 million decisions to purchase Unilever products. The company has a portfolio of brands that make people feel good, look good and get more out of life.
In the United States, these brands include recognized names such as: Axe, "all," Ben & Jerry's, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Snuggle, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever in the United States employs approximately 13,000 people in more than 60 office and manufacturing sites in 24 states and Puerto Rico -- generating nearly $10 billion in sales in 2006. For more information, visit http://www.unileverusa.com.
Ogilvy North America
Ogilvy North America (http://www.ogilvy.com), is the largest unit of The Ogilvy Group agency network, a subsidiary of WPP Group plc (Nasdaq: WPPGY). It has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, Durham, Minneapolis, Denver and throughout Canada. Ogilvy North America brings together all the capabilities of the Ogilvy network to provide integrated marketing solutions to the agency's clients. It encompasses Ogilvy & Mather Advertising, OgilvyOne, OgilvyInteractive, Neo@Ogilvy, Ogilvy Healthworld, Ogilvy Public Relations, and OgilvyAction.
About Yahoo!
Yahoo! Inc. is a leading global internet brand and one of the most trafficked Internet destinations worldwide. Yahoo!'s mission is to connect people to their passions, their communities and world's knowledge. Yahoo! is headquartered in Sunnyvale, California. http://www.yahoo.com.
SOURCE Ogilvy | |
|
| | | View similar articles: | | |
| | | |
|
 | People who viewed this article were also interested in |  | |  |
|