Grounded In Reality

Unilever announced last week a 12-episode, weekly broadband series on Yahoo! Food called “In Search of Real Food.”

The shows feature Food Network personality Dave Lieberman as he travels across the country talking to people about their favorite recipes for “real food.” The site has a lot of cool features, including a real food blog, user-generated videos, recipes, local dining guides and more.
I actually learned about the campaign through a commercial that aired during “The Today Show” this morning. At the end of the ad, the voiceover read, “Go to Yahoo! and search ‘real food’ to join the conversation.” Interesting. Unilever is reportedly spending between $1 million and $2 million in ads on Yahoo!, as well as driving traffic through print and TV ads and jar caps.

The campaign has received a lot of attention from advertising/business press and bloggers, but it will be interesting to see if consumers can get excited about mayonnaise. I don’t like mayonnaise, but I’ll check it out.