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JUN 2007

Hellmann's Targets Yahoo for Its Spread†

Unilever Hopes Series Will Sell Mayonnaise; Hold the Food Network

Wall Street Journal, June 27, 2007 — Visitors to video-sharing Web sites have shown they'll watch just about anything, from cats chasing mice around to ordinary folks singing in the shower. But will they tune into a show about mayo?

Unilever sure hopes so. The maker of Hellmann's mayonnaise tomorrow is scheduled to launch on Yahoo's Food section an entertainment video series designed to subtly promote the popular condiment.

Category: Brand Strategy
Tags: Hellmann's, Yahoo, Advertising, Online Marketing, Video

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