Our new TV and Social campaign for the iconic SPAM® Brand 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, while on his “food journey”, 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.
The campaign endline, ‘Keep It Real’ perfectly sums up Nigel’s approach and the premium quality of the product, which only uses prime cuts of pork.
The campaign features “our Nigel” in a series of TV ads, all shot by our good friend Trevor Melvin through Love Productions.
We’re also running the campaign on various digital and social platforms to gain maximum reach and exposure.
As the campaign has just started, we have none of those all important results yet but, the clients are very happy and that’s the main thing.
Having appointed Cheeky to the SKIPPY® business, we were keen to see how they would approach the unique challenges of the SPAM® Brand.
Our history is important and what we have done to date has worked with the existing SPAM® audience and we now need to look forward and consider where future growth will come from. Cheeky proved to be the right partner to help us achieve this growth.
Liz Dee. Head of Marketing EMEA region, Hormel Foods