SPAM - Keeping it real
Everyone's heard of SPAM®, but apart from a core audience, few have tried it recently. Our task was to recruit new consumers without mentioning The War
or Monty Python.
So we delivered a new approach aimed at introducing a younger audience to its many delights, while maintaining appeal to existing SPAM® lovers.
The campaign features 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 OOH and social featuring the endline Keep It Real.
There’s enough to go around
Over 2 days we shot the main 20 second ad along with six 10 second films to be used over various social media channels and digital executions.
A second helping
Following the previous, successful campaign, there was an appetite for more.
A fresh TV burst backed up with a side dish of social media made for another tasty treat. Our Nigel visits his sister who, unfortunately, lives down south and she the family will obviously need cheering up. So Nigel has packed a few tins of trusty SPAM in his luggage and is spoiling them with some more delicious recipes.
Real food, real results.
Results over both campaigns outstripped expectations. Sales went up in the Northern heartlands where the campaign ran and the brand succeeded in getting more listings. Thanks to the social media campaign SPAM even trended on TikTok.
What’s more, Our Nigel became something of a sensation himself, with some very saucy comments from his more devoted fans.