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Original Program From Ogilvy Bows on Web for Hellmann's

Web Services Journal - Montvale, NJ, USA - On behalf of Unilever's Hellmann's brand, Ogilvy's Branded Content & Entertainment group has teamed with Rock Shrimp production company, a collaboration between Bobby Flay and Embassy Row's Michael Davies and Kim Martin, to debut an original web-based series on Yahoo! Food, featuring celebrity chef Dave Lieberman entitled, "In Search of Real Food," a theme that echoes Hellmann's "Real Food" marketing position (

Media partner Yahoo! has created a hub that will house the new series of 12 shows that will air on a weekly basis beginning on June 28th. The series will follow Dave Lieberman's on-the-road travels throughout the country as he seeks out the people, places, and recipes that are at the heart of Real Food in America. A key aim of the program will be to generate a dialogue around what real food actually means to people on an individual level -- viewers will be invited to respond to Dave's blog as well as submit their own videos featuring personal real food stories and recipes.

"In Search of Real Food" marks the debut of acclaimed chef and Food Network star Bobby Flay as Executive Producer of an original series. Flay is producing the program through his newly formed production company, Rock Shrimp Productions, a venture with Michael Davies' Embassy Row through its Factual Division headed by Kim Martin, who also serves as Executive Producer of the program in association with Ogilvy's Branded Content & Entertainment Group and Yahoo!. Embassy Row has brought a wide range of original programming to broadcast, cable and internet outlets including such hits as "Who Wants to Be A Millionaire." Rock Shrimp is the producer of Food Network hits "Boy Meets Grill with Bobby Flay" and "Throwdown with Bobby Flay."

"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," noted Bobby 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."
Source : Originally Published Web Services Journal - Montvale, NJ, USA, Jun 27, 2007
Celebrities : Dave Lieberman, Bobby Flay
Categories : Celebrity Public Relations, Celebrity Marketing News, Celebrity Chef News
Posted 6/27/2007 01:06:29 AM | Permalink
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