NEW YORK - Unilever's Hellmann's brand and its agency partner Olgilvy have teamed with Food Network star Bobby Flay's new Rock Shrimp production company to create an original web-based series featuring celebrity chef Dave Lieberman that will air on Yahoo! Food starting today.
For the program entitled "In Search of Real Food", Yahoo! has created a hub that will house the new series of 12 episodes airing on a weekly basis. The show will follow Lieberman's travels throughout the country as he "seeks out the people, places and recipes that are at the heart of 'Real Food' in America, the companies said. They said the show echoes the theme of Hellmann's current "It's Time for Real" advertising campaign.
"'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," said 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 series marks Flay's debut as executive producer of an original series.
For the program entitled "In Search of Real Food", Yahoo! has created a hub that will house the new series of 12 episodes airing on a weekly basis. The show will follow Lieberman's travels throughout the country as he "seeks out the people, places and recipes that are at the heart of 'Real Food' in America, the companies said. They said the show echoes the theme of Hellmann's current "It's Time for Real" advertising campaign.
"'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," said 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 series marks Flay's debut as executive producer of an original series.
- 6/28/2007
- The Hollywood Reporter - Movie News
FoodNetwork.com on Monday announced its second Web series, Dave Does, featuring Dave Lieberman examining the latest food trends and gadgets along with "insider" restaurant locations. The series, which premieres Aug. 14, will build on FoodNetwork.com's first Web series, Eat This, which also stars Lieberman and garnered more than 1 million page views in its first two weeks, FoodNetwork.com said. The Dave Does Web series will consist of 13 five-minute webisodes, accompanied with additional bonus footage and features. Sprint and Saturn have signed on as sponsors of the series, with Sprint customers able to watch video from Dave Does on their cell phones. Shooting for the series began last week and will include stops in Boston, Philadelphia, New York and Portland, Ore.
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