Hellmann’s Bows ‘Real Food’ Series

NEW YORK Ogilvy & Mather tomorrow is launching a weekly broadband series for Hellmann’s mayonnaise that’s designed to extend the shop’s “It’s time for real” ad campaign for the Unilever brand, the WPP Group agency said.

The series, called In Search of Real Food, will be included on Yahoo! Food and feature chef and Food Network personality Dave Lieberman. The series, in 12 episodes, follows Lieberman as he travels across the U.S., talking to people about recipes and how they define “real food.”

The settings will vary, from restaurants to events such as state fairs. And during one segment of the show, Lieberman will prepare recipes, some of which require mayo. He’ll also write a blog for the site, Ogilvy said. In addition, consumers will be able to post videos about food stories and recipes.

“This effort leverages the technology available to have a conversation 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,” said Brian Orlando, a senior brand manager on Hellmann’s at Unilever.

“There’s a whole food movement out there right now as to what’s healthy, what’s not healthy, what’s real, what’s not real,” said Doug Scott, executive director of branded content and entertainment at Ogilvy in New York. “The word real means a lot of things to a lot of different people and our account and creative team had engaged us to work with them to figure out how to spark that dialogue through entertainment.”

Yahoo! Food is a relatively new channel that features recipes, videos about baking and links to Martha Stewart tips. Its “featured providers” include Kraft Foods, Pillsbury, Wolfgang Puck and Epicurious.com.

About a year in the making, Ogilvy’s Branded Content and Entertainment Group and Rock Shrimp Productions, a new venture led by chef Bobby Flay and the Factual Division of Embassy Row, produced In Search of Real Food.