Yahoo, Hellmann's Launch Ent. Series

MEDIAWEEK - USA - Yahoo said it will launch a branded entertainment series in conjunction with Unilever's Hellmann's brand on its vertical food channel on June 28.

The new weekly series, In Search of Real Food, will be hosted by Food Network personality Dave Lieberman. Initiated by Ogilvy's Branded Content & Entertainment group, the 12-episode show will incorporate themes from Hellmann’s Real Food ad campaign, such as its focus on simple ingredients.

In Search of Real Food will follow Lieberman – who previously starred in a now defunct Web series for the Food Network – as he travels throughout the U.S. Meeting with “real” Americans to discuss their relationship with food. During the series, Lieberman will blog and solicit user-videos and recipes on the show’s site.