We were doing some research for a food client this afternoon. They want everyone to buy their product (it’s a fruit) but can’t afford to spend a gazillion dollars raising awareness above the line. If I had my way I’d get them to pay a bunch of celebrities to start spruiking the ‘insert fruit name here’ diet on Rove and Sunrise, but sadly (and for the greater good of humankind) that’s not going to happen. Luckily they don’t need to do that anyway. With five years of search data setting a rock-solid precedent the spike in ‘recipe’ searches on Google caused by MasterChef is impossible to ignore. The strategy is obvious. Gosh I love digital.