Our new TV and Social campaign for the iconic SPAM® Brand launches this week.
Working alongside parent company Hormel Foods, our fresh new approach brings a contemporary tone of voice to the brand in the UK, with the aim of recruiting a younger audience of SPAM® lovers.
Building on the insight that sometimes we’re just looking for that quick, no-faff meal that really delivers on flavour and satisfaction, the campaign features no-nonsense northerner Nigel, who loves watching and taking inspiration from the TV chefs. However he does take everything with a large pinch of (beautifully sprinkled) salt. After all, their complicated, ‘chef-y’ ways and locally sourced, high-class Deli ingredients are just not realistic for normal, everyday folk.
Nigel takes us through his own “food journey”, in his kitchen. With wry humour and a few nods to camera, his culinary process culminates in a delicious plate of SPAM® egg and chips, complete with a dollop of ketchup, or, as he puts it, 'a drizzle of jus'.
The endline, ‘Keep It Real’ perfectly sums up Nigel’s approach and the premium quality of the product, which only uses prime cuts of pork.
Creative Director Wayne Pashley, a no-nonsense northerner himself, explains “Having a gentle poke at the UK’s ongoing love affair with celebrity chefs gives us a great opportunity to bring a new personality and energy to this iconic brand, as well as showing how SPAM® chopped pork and ham can be a tasty, versatile and convenient ingredient, without any pretentiousness.”
The campaign was shot by Trevor Melvin through Love productions and will air mostly Oop north.
See the campaign here.