REAL FOOD
REAL RESULTS

Challenge

SPAM® needed more than nostalgia to survive.

Everyone's heard of SPAM®, but apart from a core and mostly ageing audience, few have tried it recently.

Concerns about processed foods and a brand perceived as old fashioned even by 40-somethings were all factors to overcome, as were the imagined limitations to its use. Nostalgic affection would not be enough to grow the brand with new, younger consumers.

Solution (1/2)

A no-nonsense northerner who loves taking inspiration from 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 everyday folk. The campaign ran across TV, digital and social.

Solution (2/2)

Time for second helpings.

Following the success of the first campaign, SPAM® was back on the menu. A fresh TV burst, supported by social media activity, continued the story with Nigel heading down south to visit his sister. He was armed, of course, with a suitcase full of SPAM®. 

Through a new batch of recipes and relatable family moments, the campaign showcased the product’s versatility while proving there’s more than one way to serve up a slice of SPAM®.

"Having appointed Cheeky to the SKIPPY® business, we were keen to see how they would approach the unique challenges of the SPAM® brand. We needed to look forward and consider where the future growth would come from. Cheeky proved to be the right partner to help us achieve this growth"

Frances Sheehan

EMEA Brand Manager, Hormel Foods
Next Project

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Not biscuit type ones you can dunk unfortunately.
Now, time for a brew.

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