Building on the success of the SPAM® brand campaign creative launched in 2023, Hormel Foods, in collaboration with agency partner Cheeky Communications, is set to release a series of new films.
Keeping the “Keep It Real” platform and endline, the new films see Nigel, our northern chef visiting his sister “down south” and creating his signature SPAM® burger to help cheer them up. The films also introduce SPAM™onara and SPAM®® burritos, which the down to earth chef has added to his repertoire, further showcasing the product versatility and convenience.
Creative Director Wayne Pashley, an ex-pat northerner himself, explains “We wanted to keep a consistency of messaging to current and new SPAM® brand fans, whilst taking the opportunity to introduce new meal ideas. Nigel’s relatable approach to cooking paired with his clumsiness and humorous attempts at healthy living, brings authenticity and charm to the films, making them engaging and relatable for audience who see a bit of themselves in his kitchen adventures.”
The new campaign films were again shot by Trevor Melvin through Love productions.
A spokesperson for Hormel Foods commented “We were keen to build on the success of the previous campaigns and evolve the creative idea further. The new films and developed suite of social assets have moved the campaign on whist maintaining the “Keep it Real” platform to ensure creative consistency.”
The new creative approach, developed by Cheeky, was rolled out across TV and social throughout 2023 and 2024, bringing a new layer of emotional engagement and a contemporary tone of voice to the brand in the UK, introducing a younger audience to the SPAM® Brand.
The new campaign will roll out in February across TV and social.
Launched in 1937, by US food group Hormel Foods, SPAM® products are distributed through Danish Crown in the UK.