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Article

Title: Hellmann's Targets Yahoo for Its Spread

Author: Vranica, Suzanne Article Type: Product Analysis
Source: Wall Street Journal, v249 n149 pB4(1) Publication Date: Jun 27, 2007
  ISSN: 0193-2241
  Illustrations: Screen Layouts
URL of Publication: http://www.wsj.com

Yahoo!'s Yahoo! Food section is Unilevers venue for an entertainment video series meant to promote Hellmann's mayonnaise without fanfare. The show is an element of a multimillion-dollar advertising and marketing effort from the company, which began in April to promote fresh ingredients in Hellmanns. Dave Lieberman, chef and host of a popular Food Network TV show, is the star and will travel the U.S. to find interesting recipes. For each episode, he will cook a recipe, and sometimes the recipe will require Hellmann's. Use of entertainment TV shows and movies in promotion of products is a growing trend in marketing and is called branded entertainment. The technique has its difficulties in the areas of level of discretion and also in overplaying the idea. As for the Hellmann's program, some may see that the phrase Real Food in the title of the show is also Hellmanns ad tagline, and the Hellmann logo will be on the Food page beside the videos. Because TV networks are leery of viewer alienation caused by the perception that the entertainment is an ad, convincing media outlets to air branded entertainment can be challenging. Marketers producing content for the Web increasingly link up with a portal instead of creating their own sites, since they realize that pulling traffic to a standalone site can be difficult.

Special Features: Screen Layouts

Companies:
Yahoo! Inc

Products:
Yahoo! Food

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