Search it Yourself Advertising

This is a snipit I grabbed out of last months O magazine for Hellmann’s Mayo.  Check out the bit at the bottom.  This is the second time in two weeks I’ve noticed this type of search for it advertising.  The first was a tv commercial (for what I can’t remember). 

Does this give consumers a sense of truth?  If you search for it on google or yahoo then it must be true? 

Is this more or less effective then the typical ad listing the web address?

Hellmanns created which came up as number 3 on the yahoo search and 13 on a google search.  I doubt that’s what they hoped for.  Not to mention you have to search “real food” in quotes. 

 Not very effective.  What do you think?

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