Yahoo, Hellmann’s Join Forces On Food Show

    June 28, 2007

What do Yahoo and Hellmann’s mayonnaise have in common?  “In Search of Real Food,” a twelve-episode series that focuses on Dave Lieberman and his – you guessed it – search for “real food,” much of which will probably be covered in or filled with mayo.

This sounds like lunacy, but as the Wall Street Journal’s Suzanne Vranica points out, “Visitors to video-sharing Web sites have shown they’ll watch just about anything, from cats chasing mice around to ordinary folks singing in the shower.”  And I’d rather look at yummy food than listen to tone-deaf teenagers.

So it’s no joke; Yahoo really is airing “In Search of Real Food” on Yahoo Food.  The series might even be successful, as a press release states, “‘In Search of Real Food’ marks the debut of acclaimed chef and Food Network star Bobby Flay as Executive Producer of an original series.”

You also have to consider the amount of effort that Yahoo and Unilever (the owner of Hellmann’s) intend to put into this.  “Unilever has committed to spending between $1 million and $2 million in ads on Yahoo to promote the ‘Real Food’ show,” reports Vranica.  “What’s more, Hellmann’s, which spent about $30 million on ad space and time last year, according to TNS Media Intelligence, will mention the show in its print ads and on jar caps, helping to drive consumers to Yahoo Food.”

I still have my doubts – good mayonnaise may be better than bad music, but those aren’t people’s only two options – but “In Search of Real Food” is already up and at ‘em on the main Yahoo Food page.