Hellmann's makes 'Real Food' with Flay


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. He is producing the program through his newly formed Rock Shrimp Productions, a joint venture with Michael Davies' Embassy Row. Kim Martin, who heads up Embassy Row's Factual Division, also serves as executive producer in association with Ogilvy's branded content and entertainment group and Yahoo!

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 and contribute recipes, read and comment on Lieberman's blog and ask questions about food topics.